The larger the screen, the more likely digital video ads are viewed to completion.

That’s one of the main takeaways from a new report from eMarketer, which dissects data from three separate studies released this year and then offers some overriding conclusions about the medium.

In one study, ad tech company FreeWheel looked at video ads on its platform. On OTT devices such as connected TVs, the video ad completion rate was 93 percent in first quarter.

The rate for smartphones was 78 percent, while tablets (85 percent) and desktop (84 percent) fell in between.

That’s similar to a report from Tubemobile, which runs a programmatic platform. It said the completion rate for connected TV was 95 percent in first quarter. That compares to 72 percent for desktop pre-roll ads and 64 percent for smartphones and tablets.

Finally, a study from Extreme Reach found that digital video ad completion rates for connected TVs were 88 percent in first quarter. But tablets came in at just 51 percent.

Why the big disconnect?

The findings make sense, of course. Viewers are much less likely to skip ads that appear on their TV while they’re sitting back on the couch, relaxing. They’re used to seeing ads on TV.

On the other hand, they’re much more likely to skip an ad if the device is already in their hands, as is the case with mobile devices.

Tags: digital video, digital video ads, digital video advertising, emarketer, OTT, smartphones, tablets