Why Are Viewability Rates on Connected TV So High?

Connected TV (CTV) is no longer just an emerging trend—it’s the new standard for television consumption. Roughly 88% of US households now own at least one internet-connected TV device, and CTV accounts for over one-third of total TV usage. CTV has surpassed linear TV’s total viewership, making it a dominant force in advertising.

For advertisers, this shift isn’t just about audience reach but quality engagement. Unlike traditional digital video ads, which can play unnoticed in the background, CTV ads run full-screen in premium, brand-safe environments. This naturally leads to exceptional viewability rates, often close to 100%. But what makes CTV so effective, and how does it compare to other digital ad channels?

This article explains why CTV viewability rates are so high, how they’re measured, and why advertisers are shifting their budgets to this channel.

What Is CTV Viewability?

CTV viewability refers to whether an ad served on a CTV device is actually visible to viewers. Unlike traditional digital video ads that might play in the background or be scrolled past, CTV ads run in a full-screen, immersive environment where the content is front and center. This means that CTV inherently achieves higher viewability rates than other digital advertising channels.

Viewability is a critical metric for advertisers because it determines if their ads are being seen—not just delivered. As CTV usage continues to grow, ensuring high viewability standards is essential for advertisers looking to maximize engagement and return on investment (ROI).

CTV Ad Delivery

CTV ads are delivered to viewers through internet-connected devices, including smart TVs, streaming devices (e.g., Roku, Amazon Fire TV, Apple TV), gaming consoles, and set-top boxes. Unlike traditional linear TV, which relies on scheduled programming, CTV enables advertisers to reach audiences through programmatic ad buying and real-time targeting.

Here’s how the ad delivery process typically works:

1. A viewer selects content on a streaming service or app (e.g., Disney+, Hulu, or Peacock).
2. An ad request is triggered before or during the content (pre-roll, mid-roll, or post-roll).
3. The ad is served through an ad server or supply-side platform, ensuring it meets targeting and bidding criteria.
4. The ad plays in a full-screen format, ensuring maximum visibility and engagement.

Unlike traditional display or web-based video ads, CTV ads do not compete with multiple on-screen elements, making them far more likely to be seen in their entirety.

How CTV Viewability Is Measured

Measuring viewability in CTV differs from traditional digital environments due to CTV’s full-screen nature and the lack of traditional viewability tracking tools like viewable impressions on web pages. However, 3rd-party verification partners and ad request protocols ensure advertisers can confidently track and validate ad visibility.

Below are some key measurement techniques.

Ad Request Protocols (VAST & SSAI)

• The Video Ad Serving Template (VAST) ensures standardized ad serving across different platforms.
• Server-Side Ad Insertion (SSAI) stitches ads directly into content streams, improving the ad experience but historically making measurement more challenging. Efforts are ongoing to address SSAI-based fraud and improve transparency.

Pixel-Based Tracking

• Verification companies like DoubleVerify and Integral Ad Science place tracking pixels on ads to confirm delivery and measure engagement.
• StackAdapt and other platforms work directly with publishers to verify ad placement and engagement metrics.

Challenges in CTV Viewability Measurement

• In traditional web video, an ad might be playing but not fully in view (e.g., a video running in a minimized tab).
• CTV eliminates this issue but faces challenges in standardizing SSAI-based ad tracking.
• Industry initiatives, like GroupM’s CTV Viewability Standard, are addressing measurement inconsistencies.

Industry Standards and Accreditations

To ensure advertisers only pay for truly viewable impressions, industry standards and accreditations play a crucial role in CTV ad measurement. For example, these are some key industry bodies and standards:

• Media Rating Council (MRC): The MRC sets minimum standards for what counts as a viewable impression in digital advertising. While CTV viewability is typically close to 100%, having an MRC-accredited provider ensures accuracy and fraud prevention.
• DoubleVerify and Integral Ad Science Both independently verify viewability and ad placement across CTV platforms. They also track invalid traffic (IVT) and ad fraud risks, especially concerning SSAI transparency.
• The Interactive Advertising Bureau’s (IAB) CTV Measurement Guidelines: The IAB provides frameworks for CTV ad tracking, fraud prevention, and standardized measurement practices. Helps advertisers differentiate genuine viewability from fraudulent or misleading metrics.

As CTV continues to dominate digital advertising, adherence to these standards and accreditations ensures advertisers can trust their investments are reaching real, engaged audiences with CTV marketing strategies that work.

CTV Viewability Statistics

CTV continues to set the gold standard for ad viewability across digital platforms. In the first half of 2022, the global viewability rate of CTV ads reached 93.2%, meaning nearly all video ads displayed on internet-connected TV devices were fully visible to viewers. This outperforms all other digital formats, reaffirming CTV’s dominance as an advertising channel.

According to IAS, over 90% of CTV ad impressions meet the MRC viewability standards, with a measured viewability rate of 93.3%. These rates remain consistent year over year, reinforcing the reliability and effectiveness of CTV as a high-impact advertising medium.

To maintain high accuracy and transparency, leading industry organizations have established verification frameworks:

• MRC Accreditation: Ensures CTV ad viewability metrics meet industry standards.
• Third-Party Verification (e.g., DoubleVerify, Integral Ad Science): Tracks ad delivery, fraud prevention, and TV screen activity to reduce wasted impressions.

CTV Viewability vs. Other Channels

CTV’s viewability significantly outperforms other digital ad formats, making it a preferred premium advertising channel. While CTV viewability remains in the low 90s, other platforms fall behind:

Platform	Viewability Rate
CTV	93%+
Mobile App Video	High 70s
Mobile Web Video	High 70s
Desktop Video	High 70s

CTV’s one-screen, full-screen ad experience eliminates distractions, ensuring higher engagement compared to mobile and desktop, where ads often play alongside other content. This distinction reinforces CTV’s value for advertisers aiming to maximize visibility and ROI.

Why CTV Viewability Rates Are High

CTV’s exceptionally high viewability rates aren’t a coincidence—they are the result of a unique combination of factors that make it one of the most effective digital advertising channels, including:

• A premium viewing experience that eliminates distractions.
• Changing audience behaviours that favour streaming over traditional TV.
• Platform innovations designed to optimize ad delivery.

These elements work together to create a naturally high-viewability environment, making CTV an ideal channel for advertisers seeking guaranteed ad exposure.

A Favourable Environment

CTV creates a uniquely controlled advertising environment where ads benefit from technical advantages and user engagement factors that drive higher viewability rates than any other channel. Key factors contributing to CTV’s high viewability are:

1. Full-screen, one-ad-at-a-time display: Unlike web-based video ads, which often compete for attention with other on-screen content, CTV ads play in full-screen mode, ensuring total visibility. There’s no scrolling, minimized tabs, or distractions, leading to maximum engagement.
2. No forced skipping or ad avoidance: Many streaming platforms do not allow skipping ads, ensuring that ads are fully viewed. Even on ad-supported streaming services (AVOD), the ad experience is designed to be less intrusive, making audiences more receptive.
3. Screen size and quality: Ads on large TV screens naturally attract more attention than those on mobile or desktop. High-definition and 4K streaming capabilities enhance visual appeal, making CTV ads more immersive and impactful.
4. Standardized ad delivery methods: Ad placements in pre-roll, mid-roll, or post-roll positions mean CTV ads are always front and center. Unlike desktop video, where ads can autoplay off-screen, CTV ensures ads are actually seen.

These built-in advantages make CTV the most reliable digital ad channel for viewability, without additional viewability enhancements or workarounds.

Evolving Audience Behaviours

The way people consume television has fundamentally changed, and these shifts in viewer psychology and habits naturally contribute to CTV’s high viewability rates.

1. The living room experience: Unlike mobile or desktop video, where people often multitask, CTV is watched in a dedicated setting—typically the living room, on a large screen, and with minimal distractions. Viewers are more likely to stay engaged throughout an ad, especially when watching long-form content like TV shows, movies, or live sports.
2. Shared viewing and group engagement: CTV is often watched with family or friends, reinforcing the cultural expectation of paying attention to content, including ads. This contrasts with individual mobile and desktop viewing, where distractions and second-screening reduce ad impact.
3. Higher tolerance for ads on streaming platforms: In exchange for free or lower-cost content, viewers are more accepting of ads on ad-supported streaming platforms (e.g., AVOD and FAST services like Hulu, Roku, and Pluto TV). Unlike traditional TV, where viewers could channel-surf during ad breaks, CTV ads are seamlessly integrated into the viewing experience, reducing avoidance.

These behavioural trends increase the likelihood that CTV ads will be watched in full, further solidifying its status as a high-viewability, high-engagement advertising channel.

The Platform Effect

Streaming platforms have evolved beyond traditional TV by designing ad experiences that maximize viewability and minimize viewer frustration.

1. Intelligent ad spacing and load management: Platforms carefully control ad frequency and duration to prevent ad fatigue while ensuring viewability. For example, Disney+ displays countdown timers on ads, helping viewers anticipate ad duration and stay engaged.
2. Data-driven ad placement strategies: Many platforms use viewer data to optimize when and how ads are shown to increase engagement. Ads are strategically placed at natural breaks in content, making them feel less disruptive than traditional TV ad breaks.
3. User experience enhancements: Streaming services prioritize a seamless ad experience, ensuring that ads load smoothly without buffering or technical issues. Unlike early digital video experiences, where ads often failed to load or played with poor resolution, today’s CTV platforms guarantee high-quality ad playback, improving retention and effectiveness.

CTV platforms have optimized the ad experience for maximum impact by leveraging years of TV and digital advertising experience, leading to higher viewability rates, stronger brand recall, and better ROI for advertisers.

Measuring CTV Success: Metrics and KPIs

While viewability is a key strength of CTV advertising, measuring overall success requires a broader set of metrics that assess engagement, brand impact, and ROI. Unlike traditional TV, CTV provides advertisers with granular data, allowing for more precise performance tracking and optimization.

Here’s a breakdown of the most important metrics and KPIs for measuring CTV ad success:

KPI	Definition	Why It Matters	How to Measure It
Viewability Rate	Percentage of CTV ads confirmed as fully in view.	Ensures ads are actually seen by viewers.	Verified via DoubleVerify, IAS, Moat and MRC-accredited tracking.
Video Completion Rate (VCR)	Percentage of viewers who watch an ad to completion.	High VCR = strong engagement and attention retention.	Platforms like StackAdapt provide VCR insights.
Engagement Rate	Percentage of viewers who interact with an ad (e.g., QR codes, site visits).	Measures user action beyond passive viewing.	Tracked via CTV platforms, demand-side platforms, post-ad behaviour analysis.
Ad Completion & Dwell Time	How long a viewer watches an ad before skipping or exiting.	Indicates attention retention and ad effectiveness.	Ad server reports and session-based tracking.
Frequency & Reach	Reach = Total unique viewers. Frequency = Avg. times an ad is shown per user.	Helps optimize ad exposure and prevents oversaturation.	Tracked via CTV advertising platforms, StackAdapt, and cross-device tracking.
Brand Lift & Recall	Increase in brand awareness, recall, or favourability post-ad exposure.	Assesses how well an ad resonates with its audience.	Measured through Nielsen, Kantar, StackAdapt Brand Lift surveys, A/B testing.
Conversion Rate & Attribution	Percentage of viewers who take a desired action (purchase, signup, download).	Links CTV ad views to revenue & business impact.	Multi-touch attribution models, QR codes, unique URLs, CTV-to-mobile retargeting.
Cost Per Completed View (CPCV)	Cost paid per fully viewed ad.	Assesses cost efficiency of CTV ads.	Formula: Ad spend / Number of completed views.

Get Seen By Adding CTV To Your Multi-Channel Strategy

CTV’s high viewability rates aren’t just a fluke—they result from technical design, evolving audience behaviours, and strategic platform improvements. Combining full-screen ad display, engaged audiences, and optimized ad placements make CTV the most reliable channel for ensuring ads are seen and remembered.

For advertisers looking for high-impact, high-visibility campaigns, CTV presents a unique opportunity to reach engaged audiences in a premium, brand-safe environment. Get started with CTV advertising through StackAdapt. Request a demo today to learn more.