Google’s New Metric Includes Video Exposure Without Click Throughs

The performance of a video ad is often something that you can’t really quantify as much as you’d like to. The fact of the matter is that most metrics that judge whether or not a video ad was effective in any meaningful way would probably rely on statistics surrounding click throughs. This refers to when users see a video ad and subsequently feel so influenced by it that they decide to click and see what the actual product or service being advertised is all about.

With all of that having been said and out of the way, it is important to note that in a lot of situations a video ad could potentially have had an impact in spite of the fact that the user in question did not click on the ad. Exposure to a video ad in and of itself is enough to have a bit of an influence, and there is an enormous impact that this sort of thing has except there was no real way for anyone to look into how much of an impact this is since up until now there was no way to look at this impact in terms of quantifiable metrics.

Google is changing this by introducing engaged-view conversions. Basically, if a user watches more than ten seconds of an ad without clicking away and then this leads to a conversion in terms of the user seeking the product out and buying out, this would count as an engaged-view conversion. This can really change the game because of the fact that it will change the approach that most people in these sorts of things. Instead of prioritizing click throughs, the overall conversion rate will be monitored and this will likely result in much more holistic as well as effective. Users will also no longer have to deal with frenetic ads trying to make you click on them.



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