There seems to be an upside in using a combination of programmatic tools and optimization intelligence. In this analysis (January – March 2012), we ran a comparison between two groups of campaigns which were identical in every way, except for the optimization features enabled. On average, optimized campaigns delivered 30% higher completion rates and 21% lower cost per competed view (CPCV) than non-optimized campaigns. The difference between performance in the two groups was significant and attributable to the technology and optimization techniques performed by campaign managers. In other words, they successfully achieved their goal of more efficiently reaching their audience.

Tags: completion rate, Forrester Research Group, online video advertising, optimization, performance