When you’re investing in video ads, especially through CTV advertising, you want more than just impressions. You want to know if your ad was actually seen. And that’s where CTV viewability comes in.

Whether you’re running brand-building campaigns or looking for performance-driven outcomes, ensuring that your ad was actually seen is the first step, and it’s one of the biggest reasons CTV advertisers are shifting more budgets to this channel.

What is CTV Viewability?

CTV viewability measures whether your video ad was actually seen on a Connected TV device, whether that’s a smart TV, Roku, Amazon Fire Stick, Apple TV, or a game console.

In fact, a recent report from IAS (Integral Ad Science) found that over 90% of CTV ad impressions are viewable, with an average viewability rate of 93.3%. That means your ad was likely on-screen, in front of a viewer, for long enough to truly register.

CTV viewability is about confirming that your ad had a real chance to be seen by a human being and not just that it was served to a device.

Even though Connected TV ads are typically full-screen, non-skippable, and shown during premium content, that doesn’t automatically guarantee attention. The TV could be on, but no one might be in the room.

CTV viewability answers a very important question:

“Was this ad actually seen, or did it just technically play?”

CTV viewability uses advanced verification tools to check for things like:

• Whether the ad was displayed on screen
• If the device was turned on and actively in use
• If there was likely a real person present

These checks help CTV advertisers avoid wasting money on background noise and ensure their video ads are landing where they matter most—with actual viewers. So while CTV is known for high viewability rates, smart advertisers still verify to make sure their impressions actually count.

Why Are Viewability Rates So High on CTV?

1. Full-Screen, Unskippable Ads

Most CTV ads are non-skippable and take over the entire screen. There’s no sidebar, no scroll, and no competition for attention. So, your ad is the only thing on screen.

2. One Ad at a Time

Unlike websites that might show multiple ads at once, CTV only runs one ad at a time, so your spot gets full attention (at least on the screen).

3. Engaged Viewing Environment

People use Connected TV devices to intentionally watch content—often long-form, high-quality shows or live events. This means users are already primed to watch what’s next, including the ads that precede it.

4. No Background Tabs or Multitasking

On a TV, there’s no “scroll past” or “switch tabs” like on a browser. If the ad is running, it’s running on the main screen. Connected TV ads typically appear in natural breaks, like between shows or episodes, when the viewer is still actively watching.

5. Premium, Controlled Environments

CTV ads usually run on streaming platforms (like Hulu, Roku, or Amazon Fire), which have tighter controls over ad placements — reducing the risk of your ad being hidden, stacked, or placed in low-quality spots.

How Is CTV Viewability Measured?

Ad Impressions

This is the starting point—every time your ad loads and starts to render on a screen, it counts as one impression. But it’s not as simple as just being served. The ad has to visibly appear on the screen (even just the first frame of a video) to count. And impressions alone don’t guarantee visibility.

View-Through Rate (VTR)

VTR shows how many people completed the video ad compared to how many saw the beginning of it. It gives a clear picture of how compelling your video was, did people stick around, or skip away?

%VTR – Percentage of Video Viewed

Not every viewer watches from start to finish. This metric tells you what percentage of the video was actually watched. Whether that’s 25%, 50%, 75%, or 100%. A higher %VTR means more people engaged with your content for longer.

VCR – Video Completion Rate

This one tracks how many viewers finished the video ad compared to how many started it. It’s a strong signal of whether your ad held attention all the way through. If your VCR is high, your message likely landed.

VAP – Video Ad Profile

VAP looks at the full picture. It measures impressions, video starts, and completions, factoring in things like video length and the size of the video player. It’s like a bundled snapshot that helps advertisers evaluate performance more holistically.

CTV Is Where Your Ads Get Noticed

CTV isn’t just winning the viewability game. It’s redefining what quality exposure looks like.

When your digital ad runs on a screen that’s front and center, in an environment people actually want to be in, it’s no surprise the metrics follow.

But here’s the real win: viewability on Connected TV ads doesn’t just tick boxes—it gives your brand a real shot at being remembered. So the next time you’re evaluating where your video dollars go, ask yourself: Do I want more impressions, or more impact?