According to the Cisco Visual Networking Index (VNI) Complete Forecast, there will be over 1.9 billion Internet video users by 2021. Consumers like videos because they’re entertaining and easy to digest, while marketers like it because they offer a powerful way to engage and convert target audiences.
Thanks to new analytics and marketing tools, it’s never been easier for brands to monitor Key Performance Indicators (KPI) and measure the success of their campaigns. In this guide, we look at critical video advertising metrics every business should be aware of.
Video Advertising Key Performance Indicators Explained
Impressions
Impressions refer to the number of times your ad has been rendered on a person’s screen. Consider each impression as a chance to earn a view and engage with your audience. They’re not action-based metrics and are determined by a user potentially seeing the ad.
Impressions reveal how many people are seeing your brand. The more your video ad appears before a user, the quicker they’ll recognize it as a possible solution to a problem. High impression rates can also help measure the chances of your content going viral.
Click-Through Rate
Click-through rate refers to the number of viewers who click on the call-to-action (CTA) at the end of a video or follow through on the next step indicated in the content.
Click-through rates are essential because they help you understand your customers and tell you which marketing efforts work and which do not. A low CTR could mean that you’re targeting the wrong audience or your content isn’t compelling enough to convert viewers.
Here are some tests you can run to improve your click-through rates:
- Move the CTA earlier in your video.
- Try a different messaging for the CTA.
- Change the design of the video frame where the CTA appears.
- Place the video above the fold of your landing page to make it visible without further scrolling.
- Create a title that is short, catchy, and describes the content of the video.
- Include a video description that compels viewers to watch the entire video.
- Incorporate relevant keywords in the video title and description.
View-Through Rate
View-through rate is the percentage of people who watched your video until the very end. To measure this metric, divide the total number of complete views by the total number of initial impressions (ads rendered).
View-through rates show how your audience receives your ad and subsequently, your product or service. Using this information, you can proactively optimize your campaigns and boost conversion rates.
The simplest way to engage viewers before they hit ‘skip ad’ is to keep your videos short and to the point. Videos under 90 seconds see an average viewer retention rate of 53%.
A high view-through rate means that the video appeared on the right channels and provided the information your audience was looking for.
Conversion Rate
Video conversion rate reveals the number of new leads and paying customers gained from the campaign. This metric measures how successful your video ad was in reaching your targets.
Video ads can be a great tool to help boost conversion rate, whether that’s getting people to download an e-book, sign up for your newsletter, or buy an actual product. Knowing which type of videos have the highest conversion rates can help shape future content.
Track Your Performance And Drive Better Results
KPIs provide a real-time view into your ad campaign performance. Simplify KPI tracking using Aniview’s real-time video ad analytics dashboard. Our intuitive dashboard shows your complete account activity and displays key metrics, helping you manage and deliver powerful video ads with ease.
Contact us for effective ad performance tracking and monetization solutions.
