Quick Notes: What Counts As A View?
Video Ad Views By Platform
So it's been a while since I've shared knowledge. That said, if you're in the space. Know what counts as view for the channels you maybe advertising on.
Golden Rule: Get the pixel to fire, Get Quality Clicks, Stay away from your Ego, your message is all about a story. Therefore I will say this once again, "Volume kills budget quality drives growth."- silly budget wasters need not pitch this, and retarget off of your video to your lead magnet or sign up.
This is key for demand generation strategies that are starting their top of funnel customer journeys that trickle down to the mid-funnel. I'll elaborate on my model later...
Either way.
You're going to need to know what counts as view as Advertising councils continue to set guidelines.
So let's give you some context: The Media Rating Council (MRC) and IAB defines a video ad view-able when at least 50% of an ad's pixel is visible for at least 2 seconds. So let's talk about the noise, and deliver clarity on the matter.
Here’s the rundown on how the major players count video views:
Google/YouTube: Audience engaged with an ad (click), watches 30 second of video, or watches the the full ad if less than 30 seconds.
Facebook and Instagram: Facebook and its other apps: Instream and stories = 3 seconds. Ads that are bought through CPM basis = impression is counded when one pixel is registered (load time and speed is key here). ThruPlay = video ad plays to 97 percent completion or 15 seconds, whichever comes sooner.
LinkedIn: For LinkedIn’s sponsored content= views are counted when 50% of ad is in-view for 1 second on desktop. 300 milliseconds (one-third of a second) on mobile.
Pinterest: MRC standard of 50 percent of the ad in-view for 2 continuous seconds or more.
Reddit: 2 continuous seconds at 50 percent viewability, per the MRC standard. BUT full video views are counted after a video ad shows for 3 continuous seconds at 100 percent viewability. If you're an advertiser you can use CPV or CPM (great place to target a forum of your choice).
Snapchat: Snap Ads’ view criteria is 2 seconds for a video view.
Twitter: Twitter adopted the MRC standard and counts a video ad view when 50 percent of the ad is in view for 2 seconds or more, or when a user engages with a video ad by clicking to expand or un-muting it.
If this was helpful or you have a strategy you'd like to share with the world. Drop me a line and let's talk about it! - Vic