App marketing metrics comparison

CPCV is an ad pricing model where advertisers only pay for a video ad once the user watches it in full.

VTR measures the percentage of users who watched a video ad to the end.

Advertisers and publishers

Advertisers

• Good for engaging with high-quality users
• Low risk to the advertiser
• Good for measuring actual engagement and conversions

• Shows high-level engagement wtih your video
• Indicates how many users have seen your full message, including call to action
• Tells you where users are dropping out, so you can refine your video for better engagement

• Open with a strong hook
• Rotate several creatives and optimize them for different devices (multiple formats/aspect ratios)
• Broaden your audience
• First optimize your CPI, then build on this by using CPCV with a focused audience

• Optimize ad placement to ensure you’re reaching the most relevant audience
• Keep video ads brief – no more than a minute, and ideally nearer 30 seconds
• Ensure your video loads fast and grabs attention in the first few seconds

Cost per completed view (CPCV)

View-through rate (VTR)