Video Ads People Actually Watch to the End

Skippable pre-roll lets viewers skip after a few seconds, which means you often pay only for engaged views and the format self-selects an interested audience, but completion depends on the creative earning attention fast. Non-skippable pre-roll, typically :15 or shorter on most inventory, guarantees the full message is delivered to everyone, at a higher effective CPM and some tolerance cost with uninterested viewers. Six-second bumpers are a special class: unskippable but so short they generate reach and frequency with minimal annoyance. We usually blend all three, letting bumpers drive frequency, skippable spots find engaged viewers, and non-skippable placements carry the must-hear message.

It depends on format and inventory, which is why we set benchmarks per line item instead of quoting one number. Non-skippable :15s on quality inventory routinely complete above 90 percent, bumpers effectively complete by design, and skippable :30s vary widely with creative strength, often landing between 50 and 80 percent on well-curated placements. Open exchange video skews lower than PMP inventory, which is a reason we favor curated supply. More useful than any single rate is cost per completed view trended over time: our optimization pushes budget toward the audience, placement, and format combinations delivering full watches at the lowest cost, and your white label reporting shows that movement plainly.

Sequencing uses identity resolution to recognize the same person across devices, then controls the order of messages they see. A viewer might get a 15-second problem-and-promise spot on mobile first, a deeper :30 on desktop two days later, and a six-second reminder bumper the following week. Frequency caps govern the whole sequence, so the story escalates instead of repeating. Sequencing rewards clients with multiple creative assets, and it measurably outperforms single-spot repetition on brand recall because each exposure adds new information. Where identity signals are unavailable, we approximate sequencing through time-separated flights and format progression, preserving the narrative arc without person-level tracking.

Usually both, deliberately weighted. Open web pre-roll, bought programmatically across publisher sites and apps, offers broad reach, efficient CPMs, granular geo control, and PMP access to premium editorial video environments. YouTube brings logged-in identity, custom intent targeting from Google search behavior, and enormous scale, but different pricing dynamics and less placement flexibility outside Google's ecosystem. Running only one leaves audience on the table; the right split depends on the client's goals, geography, and creative. Because Conduit runs both under one roof, we compare cost per completed view and audience overlap across them inside a single white label report, then shift budget to whichever is winning.