Now Amazon sellers are able to see new metrics on Sponsored Brand Video (SBV) campaigns report that will help to better understand campaigns performance.
Sponsored Brand Video campaign report now share followings engagement metrics including:
- 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
- Unmutes
1) Viewable Impression:
A video ad is counted as viewable when at least 50% of its area is visible on the screen while the video is playing for at least 2 seconds according to the Media Rating Council.
Viewable impressions are the metric that advertisers use to quantify the percentage of ads that are actually viewed by real people.
2) View-through rate (Views/Impressions):
View Through Rate (VTR) is the number of completed views of a skippable ad over the number of initial impressions.
VTR calculation is important because it gives advertisers a quantifiable way to know how their ad efforts engage consumers.
3) Viewable click-through rate (vCTR):
Viewable CTR is calculated by dividing the number of clicks for your campaign items by the number of viewable impressions for your campaign items.
As this metric only includes ‘viewable impressions’ so it gives actual data getting clicks from ads. This metric also helps to check the relevancy.
4) 5 second views:
The number of impressions where the shopper watched the complete video or for 5 seconds (whichever is shorter).The first moments in video play a vital role for grabbing the shoppers attention.
So showing the actual use of the product with customers is always recommended to grab attention.
5) 5 second view rate:
The percentage of impressions where the shopper watched the complete video or for 5 seconds (whichever is shorter). Every good marketer wants to grab the shoppers attention within 5 seconds.
The more above 5 second view rate number represents a good campaign in terms of getting the customer’s attention.
6) Video first quartile (VFQ):
Video first quartile defined as the number of impressions where the video was viewed to 25%. The number of impressions for which an ad clip played to the end of the first quarter of the video’s total length.
An event is logged once per impression. If the user restarts the clip, it’s not counted again.
7) Video midpoint:
Video midpoint is defined as the number of impressions where the video was viewed to 50%. The number of impressions for which an ad clip played to the midpoint of the video’s total length.
An event is logged once, and if the user restarts the clip, it’s not counted again.
8) Video third quartile:
Video third quartile is defined as the number of impressions where the video was viewed to 75%. The number of impressions for which an ad clip played to the end of the third quarter of the video’s total length.
An event is logged once, and if the user restarts the clip, it’s not counted again.
9) Video completes:
Video completes is defined as the number of impressions where the video was viewed to 100%. The number of impressions for which an ad clip played to completion.
An event is logged once, and if the user restarts the clip, it’s not counted again.
10) Unmutes:
Unmutes is defined as the number of impressions where a shopper unmutes the video. A shopper unmuted the video to allow the video’s sound to be played.
One unmute is counted per impression, even if the user mutes and unmutes the video multiple times.
Conclusions:
Sponsored Brand Video ads instantly grab a shopper’s attention while they browse search results, making this new ad format a great tactic to increase clickthrough rate and conversions.
Amazon shared some metrics that give insights on how shoppers behave with video. This will help sellers to better understand how shoppers engage with their videos.
So after taking data driven base decisions sellers can drive high engagement on their content.
