What is VCQS and why is it important?

Video completion quality score (VCQS) is a metric that measures the overall performance of video ads in terms of how well they meet the campaign's goals. VCQS takes into account various factors like completion rate, viewability, and time-in-view, among others, to provide a composite score that reflects the effectiveness of the ad.

VCQS is a valuable metric because it provides advertisers with a holistic view of the performance of their video ads. This allows them to identify areas for improvement and optimize their campaigns for better results. In this article, we'll look at VCQS, how it works, and why it's important, along with some examples.

How VCQS Works

VCQS is calculated based on a combination of factors indicative of a video ad's performance. These factors include:

Completion rate: Completion rate is the percentage of users who watch the entire video ad. A high completion rate indicates that the ad is engaging and relevant to the target audience and that it's more likely to drive action.

Viewability: Viewability is the measure of whether an ad has been seen by a user. A viewable ad is one where at least 50% of the ad's pixels are in view for at least 2 seconds. Viewability is important because it ensures that advertisers only pay for ads that have actually been viewed.

Time-in-view: Time-in-view is the amount of time that a user spends watching the video ad. The longer the time-in-view, the more likely it is that the user is engaged with the ad and that it's driving action.

Audio on: Audio on is an indicator of whether the audio in the video ad was turned on by the user. This is important because audio can enhance the effectiveness of the ad by providing additional information and emotional impact.

Video resolution: Video resolution is the quality of the video image. Higher video resolution is associated with better ad performance because it provides a clearer and more engaging visual experience for the user.

Video player size: Video player size is the size of the video player on the user's screen. A larger video player size is associated with better ad performance because it provides a more immersive visual experience for the user.

VCQS combines these factors to provide an overall score that reflects the quality and effectiveness of the video ad.

Why VCQS is Important?

VCQS is significant for several reasons.

It provides a comprehensive view of video ad performance: VCQS takes into account multiple factors indicative of a video ad's performance, providing advertisers with a holistic view of how well their ads are performing.

It helps to identify areas for improvement: By highlighting which factors contribute to the overall score, VCQS can help advertisers identify areas for improvement in their video ads, allowing them to optimize their campaigns for better results.

It can be used to benchmark performance: VCQS can be used to benchmark video ads' performance against industry standards and best practices, helping advertisers to ensure that their campaigns are meeting or exceeding industry benchmarks.

It can be used to optimize campaigns: By providing an overall score that reflects the quality and effectiveness of the video ad, VCQS can be used to optimize campaigns for better results. For example, if the completion rate is low, advertisers can focus on improving the relevance and engagement of the ad to increase completion rates.

Examples of VCQS in Action

Let's look at some examples of how VCQS can be used to optimize video ad campaigns:

Advertiser A has launched a new video ad campaign and wants to track its performance. They use VCQS to measure the completion rate, viewability, time-in-view, audio on, video resolution, and video player size of their ads. After analyzing the data, they discover that the completion rate is low, the video resolution is poor, and the video player size is too small. Using this information, Advertiser A can optimize their video ads by improving the video resolution and increasing the video player size. This should result in higher completion rates and better overall performance.

Advertiser B has been running a video ad campaign for several months and wants to compare its performance to industry benchmarks. They use VCQS to measure their completion rate, viewability, time-in-view, audio on, video resolution, and video player size, and compare their scores to industry averages. Advertiser B discovers that their completion rate is lower than industry standards, but their viewability and time-in-view are higher than average. Using this information, Advertiser B can focus on improving the relevance and engagement of their video ads to increase completion rates and bring their overall score in line with industry benchmarks.

Advertiser C is running a video ad campaign on a mobile app and wants to measure its performance on different devices. They use VCQS to measure the completion rate, viewability, time-in-view, audio on, video resolution, and video player size of their ads on different mobile devices. Advertiser C discovers that the completion rate and viewability are higher on larger devices with higher video resolutions, while the time-in-view is longer on devices with smaller screens. Using this information, Advertiser C can optimize its video ads for different device types, focusing on the factors most important for each device.

In each of these examples, VCQS provides advertisers with valuable insights into the performance of their video ads, allowing them to make data-driven decisions to optimize their campaigns for better results.

In Conclusion

Video completion quality score (VCQS) is an important metric for measuring the effectiveness of video ads. By combining multiple factors like completion rate, viewability, time-in-view, audio on, video resolution, and video player size, VCQS provides advertisers with a comprehensive view of how well their ads are performing and identifies areas for improvement. VCQS can be used to benchmark performance, optimize campaigns, and improve the overall quality and effectiveness of video ads. As video advertising becomes more important in digital advertising, advertisers must understand and use VCQS to maximize their return.