B
Evidence Grade B
Graded
accuracy verified by the review judge
Safe to Cite
Recent
82%
82% -- completion rate for CTV ads (tested vs untested) (2025)
Brands using programmatic video testing achieve an average CTV ad completion rate of 82%, compared to 68% for untested ads.
Attribution:
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Lighthouse Research Team
Last verified:
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Source verified
Evidence graded
Value
82%
Unit
Percentage
Data Vintage
2025
Entity
Evidence Quality
B
Strong, reliable evidence
Sourced from a well-regarded research firm or industry leader with transparent methodology and a reasonably large sample.
Single source - not yet corroborated
Score breakdown
Extraction
50
Source Trust
60
Citation Chain
20
Independence
30
Methodology
45
Freshness
95
Source
adtestingtools.com
Primary
Tier C
https://adtestingtools.com/articles/essential-programmatic-video-ad-testing-for-ott-olv ↗
Source Article
Essential Programmatic Video Ad Testing for OTT & OLV
Summary
Think of programmatic video ad testing on OTT and online video like a dress rehearsal for your campaigns: it uses real viewers, DSP integrations, and fast 24-hour readouts to fine-tune hooks, headlines, and CTAs before you spend big. Track simple metrics—view-through rate, click-through rate…
Original Research
adtestingtools.com
· Original study ↗
Methodology
Tested ads 82% vs untested 68%
Methodology documented
Segmentation
Industrymarketing
Cite this stat
Plain Text
CTV ads (tested vs untested): 82% completion rate. Source: adtestingtools.com (2025). Via Lighthouse Intelligence -- https://lighthousedata.io/data/ctv-completion-tested-vs-untested
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<blockquote cite="https://lighthousedata.io/data/ctv-completion-tested-vs-untested" style="border-left:3px solid #2563eb;padding:12px 16px;margin:16px 0;font-family:system-ui,sans-serif;background:#f0f4ff;"><strong>82%</strong> -- completion rate for CTV ads (tested vs untested)<br><small>Source: adtestingtools.com (2025) · <a href="https://lighthousedata.io/data/ctv-completion-tested-vs-untested" target="_blank" rel="noopener">Lighthouse Intelligence</a></small></blockquote>
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