What are the key metrics and benchmarks for measuring video ad performance?

1 Reach and frequency

Reach and frequency are two basic metrics that tell you how many people saw your video ad and how often they saw it. Reach is the number of unique viewers who were exposed to your ad, while frequency is the average number of times they saw it. These metrics help you understand the size and quality of your audience, and how well you distributed your budget across different channels, platforms, and devices. Ideally, you want to reach as many relevant viewers as possible, without overexposing them to the same message.

2 Viewability and completion rate

Viewability and completion rate are two metrics that measure how much of your video ad was actually seen by the viewers. Viewability is the percentage of impressions that met the minimum standards for being visible on the screen, while completion rate is the percentage of impressions that played until the end of the video. These metrics help you evaluate the quality and effectiveness of your ad placements, and how engaging your video content is. Generally, you want to aim for high viewability and completion rates, as they indicate that your ad captured the attention of the viewers and delivered your message.

3 Click-through rate and conversion rate

Click-through rate (CTR) and conversion rate (CR) are two metrics that measure how many viewers took action after watching your video ad. CTR is the percentage of impressions that resulted in a click on your ad, while CR is the percentage of clicks that resulted in a desired outcome, such as a purchase, a sign-up, or a download. These metrics help you assess the relevance and persuasiveness of your ad, and how well it aligned with your campaign goals. Generally, you want to aim for high CTR and CR, as they indicate that your ad motivated the viewers to take the next step in your funnel.

4 Cost per view and cost per action

Cost per view (CPV) and cost per action (CPA) are two metrics that measure how much you paid for each impression or action generated by your video ad. CPV is the average amount you paid for each view of your ad, while CPA is the average amount you paid for each action taken by the viewers. These metrics help you calculate the ROI and attribution of your video ad campaigns, and how efficiently you used your budget. Generally, you want to aim for low CPV and CPA, as they indicate that your ad delivered a high value for a low cost.

5 Engagement and sentiment

Engagement and sentiment are two metrics that measure how the viewers interacted with and reacted to your video ad. Engagement is the number of likes, comments, shares, or other forms of social feedback that your ad received, while sentiment is the tone and emotion that the feedback expressed. These metrics help you understand the impact and resonance of your video ad, and how it influenced the perception and loyalty of your audience. Generally, you want to aim for high engagement and positive sentiment, as they indicate that your ad generated a strong connection and advocacy among the viewers.