Why Balancing Skippable and Non-Skippable Ads Creates Better Brand Awareness

Weighing the value of a view can't be binary

A round-up report from eMarketer, specializing in mobile advertising, recently landed in my inbox. On page three, a table of completion rates for U.S. digital pre-roll caught my eye. It claimed that, on average, completion rates for pre-roll ads on smartphones was 77 percent, rising slightly to 79 percent on tablet.