Coming soon, every Amazon seller will be able to see new metrics tied to Sponsored Brand Video (SBV) campaigns that will help them to better understand just how well their video ad campaigns are performing.
Sponsored Brands video campaign metrics will now show:
- viewable impressions,
- view-through rate (VTR),
- viewable click-through rate (vCTR),
- 5 second views,
- 5 second view rate,
- video first quartile,
- video midpoint,
- video third quartile,
- video completes,
New Video Performance Metrics
I. Viewable Impressions
A viewable impression is a standard measure of ad viewability defined by the International Advertising Bureau (IAB) to be an ad, which appears at least 50% on screen for more than one second. Viewable Impressions are the metric that sellers can use to quantify the percentage of ads that are actually viewed by real people.
Viewable Impressions are important because the difficulty with counting impressions without taking viewability into account is that the seller is often paying for ads that aren't actually being seen by shoppers. Viewable Impressions provide a superior metric that better captures how many ads are being seen. This is available when a seller chooses to use the 'optimize for viewable impressions bidding' option.
Pro Tip: How To Increase Viewable Impressions:
Sellers should consider making their listings mobile-friendly by using responsive templates that resize ads according to the device where it is being viewed. Avoiding technologies such as Flash, which are not compatible with many mobile devices, can also increase viewable impressions.
II. View-through rate (VTR)
VTR is the number of completed views of a skippable video ad divided by the number of initial impressions. As a calculation, it looks like this:
VTR = Completed Views / Initial Impressions.
This calculation provides sellers with a much clearer idea about the performance of their ads.
III. Viewable click-through rate (vCTR)
Viewable click-through rate represents the number of clicks as a percentage of viewable impressions. This metric only counts an impression when the ad is viewable. It is calculated by clicks / viewable impressions. Because this metric only includes ‘viewable impressions’ it provides a more accurate picture of how successful a seller's ad is at getting clicks.
IV. 5 Second Views
The number of impressions where the shopper watched the complete video or for 5 seconds (whichever is shorter).
Pro Tip: In the case of auto-play videos, the first few moments are critical for grabbing a shopper's attention. Don't use logos in the first five seconds of your video ad. Opening to a logo may heighten brand awareness but using one as a 'hook' at the very beginning of your video. subtracts precious seconds and ultimately, detracts from your messaging.
V. 5 Second View Rate
5 Second View Rate is the percentage of impressions where the shopper watched the complete video or for 5 seconds (whichever is shorter).
Bonus Pro Tip: Grabbing your target audience's attention in the first five seconds starts with setting the right tone. Shoppers are more likely to watch humorous ads, and those ads usually generate higher ad recall and brand awareness with them.
If humor isn't right for your brand, consider taking a "suspenseful" or "emotional" tone in the first five seconds. These types of ads were also associated with higher ad recall. For example, our recent video about Why PPC Entourage Had to Die! elicits an emotional response (curiosity), by making the statement within the first five seconds, “that this video is going to be something completely different.”
VI. Video First Quartile
VFQ is the number of impressions for which an ad clip played to the end of the first quarter of the video's total length. If the viewer restarts the clip, it will not be counted again. If the shopper plays 5 seconds of the clip, then stops and exits the clip, no first quartile event will be logged. If the viewer skips over the first quartile point in the video, no first quartile completion will be logged.
VII. Video Midpoint
This is the number of impressions for which an ad clip played to the midpoint of the video's total length (50% viewed). An event is logged once, and if the viewer restarts the clip, it will not be counted again. If the shopper replays the first 20 seconds of the clip, the event will not be logged again. If the shopper plays 10 seconds of the clip, then stops and exits the clip, no midpoint event will be logged. Also, if the viewer skips over the midpoint in the video, no midpoint will be logged.
VIII. Video Third Quartile
This is the number of impressions where the video was viewed to 75% of the video's total length. For example, if the user plays a 40-second clip up to the 30-second mark, the event is logged. An event is logged once, and if the viewer restarts the clip, it will not be counted again. If the shopper replays the first 30 seconds of the clip, the event will not be logged again. If the viewer plays 20 seconds of the clip, then stops and exits the clip, no third quartile event will be logged. Also, if the shopper skips over the third quartile point in the video, no third quartile completion will be logged.
IX. Video Complete
The number of impressions where the video was viewed to 100%.
This is the number of impressions where a shopper unmuted the video to allow the video's sound to be played. An unmute is counted even if the shopper unmutes the ad before the video plays. One unmute is counted per impression, even if the shopper mutes and unmutes the video multiple times. Only video player unmutes are counted. For example, where the shopper has unmuted their computer operating system, or audio hardware, these are not counted unless the video player is also controlled by that action.
Pro Tip: Since video ads begin muted, having a high ‘unmute’ percentage may indicate that the video is connecting well with potential customers. Sellers can analyze the components of these videos in order to craft stronger, higher converting video ads in the future.
Sellers who are not using video as part of their marketing strategy are in danger of falling seriously behind their niche competition. Factoring in these ten new metrics for Sponsored Brands Video ads, can help any seller to increase their ad's viewership, ad recall and brand awareness.
If your brand is in need of an advanced advertising strategy that uses cutting edge tactics and the latest analytics, consider reaching out to Entourage Management Services. The EMS team of experts will develop an action plan based on your brand’s unique needs, utilizing their years of experience in managing tens of millions of dollars in ad spend.
Entourage: Software to Scale Amazon Ads and Results Driven Management.