CTV/OTT
Video completions and VCR rose for the fourth consecutive week and continued to exceed benchmarks, further cementing messaging resonance and reinforcing that placements are well aligned with audience interests.
Device ID retargeting continues to enhance reach across devices, ensuring repeated exposure to our message across work, home, and other environments.
X (Formerly Twitter)
View rate on X landed at 29.80% overall. While we don’t have an industry-wide or historical benchmark for X video campaigns, this view rate is strong given fast-scrolling behavior of users and surpasses our typical past performance on the platform.
A/B Testing:
A/B testing of the 15s and 30s videos on X shows both formats performed competitively. However, over 12 days of testing, the 15s ad achieved a higher view rate of 30.30%, compared to 26.60% for the 30-second video.
The growing view rate lead for the 15s version suggests higher efficiency in driving engagement and retention, which aligns with X platform norms—shorter content typically sees stronger completion rates due to user behavior. We recommend using only the 15s video for our 2-week campaign extension.
CTV/OTT
98.67%
304,765
Video Starts
300,711
Video Completes
305,691
Impressions
X (30 Second)
29.07%
View Rate
470,590
Video Starts
136,779
Video Completes
480,600
Impressions
X (15 Second)
30.81%
View Rate
343,556
Video Starts
105,855
Video Completes
346,351
Impressions