Introduction to CPCV & VTR
We are excited to announce a new milestone in the evolution of the LiquidM video advertising solution. This latest change will enable programmatic video buyers to transact on a CPCV (Cost Per Completed View) basis on the LiquidM platform.
CPCV or Cost Per Completed View refers to the amount paid by the advertiser to the publisher for a video ad that has been viewed through to its completion. It is a useful cost model and video-specific metric that allows advertisers to optimize their campaigns towards the completed video views rather than clicks and impressions.
Due to multiple advantages brought by the use of CPCV, we are happy to introduce this amazing feature to all advertisers using the LiquidM platform.
Major benefits for using CPCV with your video campaigns:
- The campaigns are optimized to target inventory where the cost of the complete view corresponds to your indicated CPCV unit price.
- Our algorithm adjusts the bidding in order to get more complete views at the indicated price.
- The campaigns are fine-tuned to grab and hold viewers’ attention long enough to communicate the intended message and entice a conversion.
Combined with well-tailored creatives CPCV campaigns contribute to a smoother user journey down the conversion funnel, transforming a regular view into a potential conversion. CPCV pricing model is an essential tool for your video campaigns if you aim to win over highly engaged and informed audiences that are easier to transform into buyers.
Apart from maximizing your video ad spend, CPCV is helpful for analyzing and optimizing video campaign performance. Available as a visual report metric, CPCV is calculated by dividing the total ad spend by the number of completed video views.
CPCV = the total ad spend / total completed video views
Another video metric that helps to measure and analyze video performance is VTR or a View-Through Rate.
VTR = total completed views / total measured impressions
While CPCV shows the cost per completed ad view, VTR evaluates the efficiency of the ad format and the creative you use. Video ads need to grab and hold the audience’s attention for a certain period to achieve the biggest impact. VTR validates the efficiency of the chosen video format, the quality of your ads and help identify the audiences that are interested in your brand, company, or product. While these audiences might not become instant customers, their willingness to engage with your video indicates that they should be part of your customer base in the future.
In addition, advertisers can employ VTR for campaign optimization by analyzing its by-site performance. You can easily identify placements with a low view-through rate and blacklist them in your supply settings. As always, we recommend testing a number of ad formats, lengths and video vendors. As much as we love a one-size-fits-all solution, each campaign is unique and requires A/B testing.
The CPCV capability comes at a crucial time to capture mobile video’s full potential. With mobile expected to surpass TV as users’ favourite medium in 2019, more and more media buyers switch their advertising budgets towards mobile video. According to the IAB’s 2019 study, nearly 33% of digital budgets are allocated to video and 75% of buyers plan to increase their video ad spend in the next 12 months. The further acceleration of digital video ad spend should not come as a surprise, as users spend 5 times more time watching video content than any other form of creative medium.
LiquidM Video Offer
In our pledge to refine your advertising experience and maximize video budgets, we have previously rolled out a series of video collateral. Our Video Traffic Overview, Best Practices and Video Deal IDs documents provide a condensed and comprehensive recap of our premium video inventory, technical recommendations and optimization tips. Along with the new CPCV capabilities and video-specific reporting metrics, these insights provide you with the information you need to reach, engage, and convert audiences with your video advertising campaigns.