How Mobile, Desktop, and Connected TV Ads Perform on YouTube (Data Included)

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Understanding how viewers engage across different devices is important for maximizing ROI in YouTube ad campaigns. Strike Social's recent Q1 2024 YouTube Benchmark Report provides valuable insights into this topic, specifically for TrueView Instream Skippable ads.

This YouTube benchmark report shows how ad performance differed across mobile, desktop, tablet, and connected TV (CTV) devices.

The Attention Gap: Mobile vs. Big Screens on YouTube

The benchmark report clearly distinguishes view rates between handheld devices (mobile & tablet) and larger screens (desktop & CTV). Here's a breakdown:

Mobile & Tablet:

While mobiles generate a higher share of impressions (38% for mobile, 5% for tablet), their view rates are lower (32% for mobile, 41% for tablet). This indicates a struggle to capture and hold the audience's attention on smaller screens.

Desktop & CTV:

Conversely, desktops and CTVs boast significantly higher view rates (54% for desktops and 64% for CTVs). This suggests that viewers on larger screens are more receptive to video ads, creating a more captive audience.

Engagement Beyond the View: YouTube Completion Rates

The story doesn't end at view rates. The benchmark report sheds light on completion rates, a crucial metric indicating that viewers watched a significant portion (at least 25%) of the ad.

💡Here's how the YouTube completion rates compare:

YouTube Benchmark report on Mobile

Despite lower view rates, mobile devices show surprisingly strong ad retention (51%). This suggests that viewers who engage with mobile ads tend to watch more of them.

YouTube Benchmark report on Tablets

Similar to view rates, tablet completion rates fall between mobile and larger screens (45%).

YouTube Benchmark report on Desktop & CTV:

While desktops maintain a decent completion rate (60%), CTV got the highest ad retention rate at 70%. This signifies that viewers on CTV are more likely to watch the ad and stay engaged for longer.

📌 Download the full YouTube Benchmark Report

Optimizing Your YouTube Ads for Device

These insights from our YouTube benchmark report offer valuable takeaways for optimizing YouTube ad campaigns:

➡️ Mobile

Prioritize short, impactful creative that grabs attention within the first five seconds. Emphasize clear calls to action to maximize engagement during limited viewing windows. Click here for YouTube Shorts Ads best practices.

➡️ Tablets

Consider strategies that bridge the gap between mobile and larger screens. Leverage engaging visuals and storytelling elements while keeping CTAs concise. Learn how to optimize your YouTube ads per device type here.

➡️ Desktop & CTV

Tailor creatives for a lean-back viewing experience. Utilize high-quality visuals and compelling narratives to capitalize on sustained attention spans. Be the first to implement YouTube Advertisers ' CTV-first solutions here.

By understanding how device choice impacts ad performance, businesses can create targeted campaigns that resonate with viewers on each platform. This data-driven approach can significantly improve campaign effectiveness and maximize return on investment.

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