1. Video view metrics
- Video Plays – The number of times a video is played for at least 1 millisecond, excluding replays.
- 3-Second Video Plays – The number of times a video is watched for at least 3 seconds, excluding replays.
- 6-Second Video Plays – The number of times a video is watched for at least 6 seconds, or watched in full if the video length is 6 seconds or less, excluding replays.
These three advertising metrics reflect how engaging a video is in its first few seconds. If the rate of 3-Second Video Plays or 6-Second Video Plays is low, businesses should optimize the opening to create a stronger first impression and improve overall video ad performance.
2. Watch time metrics
- Watch Time – The total amount of time users spend watching video ads, measured in seconds and excluding replay time.
This metric indicates the level of user interest in video marketing content. For example, if a video receives 1,000 views with an average watch time of 12 seconds per view, the total Watch Time would be 12,000 seconds.
- Avg. Play Time – The average amount of time users spend watching a video per play.
Formula:
Avg. Play Time = Total Watch Time / Total Video Views.
If this metric is significantly lower than the video length, it may indicate that the content is not engaging enough or that the video duration is not well optimized.
3. Video advertising cost metrics
- CPV (Cost Per View) – The average cost for each video view of at least 6 seconds.
Formula:
CPV = Total Ad Spend / Total Video Views.
- CPCV (Cost Per Completed View) – The average cost for each completed video view (100% of video duration).
Formula:
CPCV = Total Ad Spend / Total Completed Views.
These two metrics help businesses evaluate the financial efficiency of their video advertising campaigns:
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If CPV is low but CPCV is high, the video successfully attracts viewers at the beginning but fails to retain them until the end. Businesses should improve the middle and ending sections to maintain viewer interest.
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If CPV is high but CPCV is low, the content may not be compelling enough to encourage viewers to continue watching. Optimizing messaging, visuals, and video length can help capture attention earlier.
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If both CPV and CPCV are low, the video is performing well, costs are optimized, and campaign objectives are being met.
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If both CPV and CPCV are high, the advertising strategy may not be optimized. Businesses should reassess their overall approach, including content quality, audience targeting, and ad distribution methods.
4. Video completion metrics
- Video Plays at 100% – The number of views where the video is watched in full.
- Video Plays at 25% – The number of views that reach 25% of the video duration, indicating how many viewers continue after the opening.
- Video Plays at 50% – The number of views that reach 50% of the video duration, reflecting the ability to retain viewers throughout playback.
- Video Plays at 75% – The number of views that reach 75% of the video duration, showing content relevance and engagement.
Tracking these metrics helps businesses evaluate content quality and audience retention across the entire video:
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If most viewers only reach 25%, the opening may not be compelling enough. Brands should strengthen the hook with attention-grabbing headlines, strong visuals, or impactful messaging in the first few seconds.
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If views drop significantly at 50%, the middle section may lack value or fail to meet audience expectations. Optimizing content structure and avoiding unnecessary length can help maintain engagement.
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If the drop occurs around 75%, it suggests the content is relevant and engaging. Further optimization of the ending can help improve full-view completion rates.
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If the 100% completion rate is high, the video resonates well with the target audience. Businesses can leverage this strength by optimizing the final call-to-action to drive stronger conversions.
5. Ad delivery performance metrics
View Rate – The ratio between video views and total ad impressions (Impressions).
- Formula: View Rate = Views / Impressions.
This metric helps assess how effectively video ads are delivered. A low View Rate may be caused by:
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Inaccurate or poorly defined target audiences.
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Video content that fails to capture attention in the opening seconds.
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An ad format that is not well optimized for the platform.
Understanding and analyzing these video advertising metrics is a critical step in optimizing Video Ads campaigns. By closely monitoring each metric, businesses can refine content strategies, improve ad performance, and maximize return on investment.
Currently, SmartAds provides Native Video solutions that help brands reach audiences in a more natural way while enhancing effectiveness. Beyond delivering a seamless user experience, SmartAds offers an accurate, real-time dashboard built on essential advertising metrics, enabling businesses to evaluate performance in depth and continuously optimize campaigns for better results.
