YouTube Video Ads To Make Engaged-View Conversion Metrics Standard

Advertisers have been challenged to determine the impact of video ad campaigns on conversions when they can’t compare them across ad formats.

On Friday, YouTube said that by the end of the year it will make engaged-view conversions a standard way to measure conversions for TrueView skippable in-stream ads, Local campaigns and App campaigns.

Nicky Rettke, director, product manager of YouTube Ads, believes engaged-view conversions (EVC) provide a better way to monitor the non-click conversion metric because it measures the conversions that take place after someone views 10 seconds or more of a skippable ad -- but doesn’t click, and then converts within a set amount of days.

It is also a better way to measure conversions than view-through conversions (VTCs), an industry standard that measures the conversions that take place after a person views an impression of an ad, but doesn’t click, he explains in a blog post.

The goal is to provide transparency in reporting across clicks and engaged-view conversions, aggregated and anonymously, and new configurability options for conversion measurement.

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What led to the decision? Large-scale incrementality studies were conducted during several years that confirmed the causal impact of video ad campaigns were undervalued when considering clicks alone.

The studies also “determined the default attribution window for engaged-view conversions,” Rettke wrote. “The default attribution window is tailored based on consumer behavior for each campaign goal and is set to three days for TrueView for action, two days for App campaigns for Install and one day for App campaigns for engagement. But you know your business best, and will be able to set the right attribution window based on your customers’ behavior and campaign goals in the coming year.”

2 comments about "YouTube Video Ads To Make Engaged-View Conversion Metrics Standard".
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  1. John Grono from GAP Research, September 14, 2020 at 6:34 p.m.

    A quick question or two.

    Does the ad need to be unique?   That is, the content is not available on any other digital platform, is not available in a variety of durations, is not available on other media (e.g. television), and is not part of a wider campaign.   The potential for platform mis-attribution increases with every channel option.

    Second, if the person has seen the Truview ad multiple times, which interaction gets the attribution.    The first, the median, the most recent, the longest interaction duration?   Please tell me it is not all interactions.

  2. Ed Papazian from Media Dynamics Inc, September 14, 2020 at 8:03 p.m.

    One might also ask what is meant by, "views an impression of an ad"?Also how are "conversions" measured? And by whom?

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