Did you know that the average American watches almost four hours of television per day? A large part of it is spent watching shows after work or during lunchtime hour blocks.
Viewers are watching video content of all kinds, whether it’s cable TV, streaming services, or social media. Because of this, marketers are taking advantage of programmatic video advertising to reach this audience.
But what exactly is this video advertising, and how do you use it to your advantage? We’re here to explain these primary metrics to track.
Let’s get into it!
Viewability
Viewability measures if an ad had the opportunity to be seen, or if it loaded but was not viewable. A high viewability rate above 50% indicates that it was successful, and a low rate may indicate an issue with the placement of the ad.
To measure this metric, advertisers can analyze:
- Click-through rates
- Quantity of completed views
- Time spent watching the video
- Engagement with video overlays
With this, advertisers want to know whether their target audience has seen and interacted with their ads.
Completion Rate
The completion rate estimates the number of times a selected video ad has been played in full or to the completion point. It can be used to measure the success of video ad campaigns and potentially uncover areas for improvement.
Also, it is typically represented as a percentage of the instances in which the video was viewed to completion or a certain point. To gauge the success of the ad, the completion rate should be tracked throughout the campaign.
This provides insight into how much of an impact it had on its audience, as well as how many prospects were reached. All in all, the higher the completion rate, the higher the ROI should be.
Return on Ad Spend
Programmatic video advertising offers numerous marketing metrics to ensure return on ad spend. This helps to measure how much revenue is generated with each ad dollar spent and provides an understanding of the ROI.
Analyzing this metric can help marketers understand which campaigns are performing the best, so they can modify accordingly and increase their ROAS. In addition, it helps marketers to identify advertising trends to further optimize their campaigns.
By tracking and understanding ROAS, marketers can ensure they are getting the greatest value out of their programmatic video advertising.
Consumer Reach
Consumer reach is important to understand how many people are watching and engaging with our video content. It also shows what kind of people are being reached with the video message.
It also helps you identify how to adjust the campaign to reach more potential customers. Furthermore, monitoring consumer reach allows us to see which particular strategies are providing the biggest benefit.
Monitoring the above-mentioned metrics is a great way to ensure campaigns are performing as expected. If you’re considering this, call this video production agency and request a quote today!
The Key Metrics to Monitor When Using Programmatic Video Advertising
Programmatic video advertising is an effective tool to reach customers and drive up sales. However, marketers must be aware of the key metrics to measure and monitor its success.
Utilizing the right mix of impressions, frequency, and viewability, programs can tailor their approaches for maximum efficiency and ROI. Get ahead of the curve and start tracking your success!
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