CTV/OTT
VCR rose to 98.61%, up from 98.50% last week, further cementing the 30s video’s resonance with a high-attention audience.
Video completions have increased for a third consecutive week—from 68,357 in Week 1 and 70,232 in Week 2 to 72,182 in Week 3—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 settled at 27.5%, following a natural decline from early campaign highs (33%) as the platform expands delivery and previously engaged audiences are re-exposed. 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:
Testing of the 15s vs. 30s creatives over a 6-day window shows both performing well, but a shift is emerging: the 15s video has pulled ahead in view rate (26.05%) against the 30s version (23.16%) up from a 1.52% difference earlier in the week.
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.
CTV/OTT
98.61%
213,735
Video Starts
210,771
Video Completes
215,081
Impressions
X (30 Second)
28.7%
View Rate
282,546
Video Starts
81,081
Video Completes
291,333
Impressions
X (15 Second)
23.94%
View Rate
94,887
Video Starts
22,719
Video Completes
95,141
Impressions