Viewing time as a cross-media metric: Comparing viewing time for video advertising on television and online

•View duration has a nonlinear effect on video advertising effectiveness.•View duration across long and short ads can be compared using percentage viewed.•Video ads seen for 75% of their duration are as effective as 100% complete views.•Using a 75% threshold, rather than 100%, increases an ad’s effective reach.•A 75% threshold equates the effectiveness and cost of video and television ad views.