VDO.AI Study: CTV Completion Rates Hit ~91% for Consumer Electronics

As India enters its peak festive buying cycle, a report by VDO.AI, an advertising technology company, found that viewers are watching consumer electronics ads on Connected TV (CTV) at high levels. The Consumer Electronics Ad Engagement Benchmark Study analyzed over 200 campaigns and observed an average video completion rate (VCR) of ~91%, up from 87% last year, indicating the growing role of CTV in discovery and conversion for consumer electronics.

The study also highlighted a rise in interactive display ad performance. Click-Through Rates (CTR) peaked at 0.39% in Eastern India, compared to 0.26% last year, while the South recorded 0.26% CTR, the North 0.23%, and the West 0.22%. Interactive ad formats such as Scratch-to-Reveal were among the most widely adopted, reflecting increased consumer-initiated engagement.

For categories including televisions, appliances, and personal gadgets, CTV is becoming part of the consumer research process. With ad completion rates surpassing 90%, CTV offers measurable pathways from awareness to consideration. Interactive display experiences complement this by driving recall at moments of active browsing. Brands using advanced interactive ad formats, such as API-triggered and contextual creatives, were noted to integrate seamlessly into consumer journeys, transforming advertising from a passive medium to an active experience.

Commenting on the findings, Arjit Sachdeva, Co-founder & CTO, VDO.AI, said, “Our recent study argues that such a high video completion rate is not simply a function of placement but of format and intent. Consumer electronics are inherently research-driven: buyers spend time evaluating specs, reviews, and demonstrations before purchase. In that context, CTV’s distraction-free canvas lets brands tell longer, clearer stories that viewers are willing to watch to the end. Paired with high-engagement display formats, this data confirms that the most successful campaigns are blending entertainment with high-intent exploration.”

According to industry estimates, India’s consumer electronics ad spends are projected to grow over 20% YoY during the festive quarter. The findings suggest that much of this growth will be driven by formats that blend entertainment, interactivity, and intent, making CTV and interactive display central to advertising strategies.