Definition of View-through Rate (VTR)

View-through Rate (VTR) is a digital marketing metric used to measure the effectiveness of video advertisements. It represents the percentage of users who watch a video ad to completion or up to a specific point without skipping it. VTR is calculated by dividing the number of completed views by the total impressions of the video ad and then multiplying by 100 to obtain a percentage.

Phonetic

The phonetics of the keyword “View-through Rate (VTR)” are:- View-through Rate: /ˈvjuː – θruː – ɹeɪt/- VTR: /ˈviː – ˈti – ˈɑr/

Key Takeaways

  1. View-through Rate (VTR) measures the number of completed video views in comparison to the total number of video ad impressions.
  2. VTR provides insights on the effectiveness of an ad, indicating how well it captures viewers’ attention and drives user engagement.
  3. Improving VTR can be achieved through better targeting, optimizing ad length, and creating high-quality, relevant ad content to boost overall campaign performance.

Importance of View-through Rate (VTR)

The View-through Rate (VTR) is an essential digital marketing term because it signifies the effectiveness of a visual ad, measuring the percentage of users who viewed the ad and subsequently took a desired action, such as clicking or making a purchase.

This metric offers valuable insights for marketers, enabling them to evaluate their advertising strategies and optimize ad creative, placement, and targeting for better audience engagement.

It provides a comprehensive understanding of consumer behavior, highlighting the impact of non-interactive impressions that may not result in an immediate click but still contribute to brand awareness or ultimately drive conversion, demonstrating the overall influence and value of a visual advertisement campaign.

Explanation

View-through Rate (VTR) serves as an important metric in digital marketing to analyze the effectiveness of display and online video advertisements. The purpose of VTR is to measure the proportion of users who viewed an ad and subsequently engaged with the promoted content or offer without necessarily clicking on the ad itself.

By doing so, it goes beyond merely looking at click-through rates (CTR) and sheds light on the role that indirect interactions play in influencing customer behavior. VTR thus captures the true impact of advertising efforts by accounting for these latent engagements, offering a more holistic and realistic view of the ad campaign’s performance.

Marketers utilize VTR to make informed decisions and optimize their advertising strategies to better reach and engage their target audiences. With insights gained from analyzing VTR, marketers can identify which creatives or ad placements are more effective in terms of driving user engagement and fostering brand awareness.

Furthermore, VTR helps advertisers understand the extent to which their ads leave a lasting impression on viewers, even in the absence of immediate clicks or direct actions. Ultimately, by focusing on measuring and improving VTR, brands can create more compelling ads and strategically tailor their campaigns, leading to better conversion rates and a greater return on investment.

Examples of View-through Rate (VTR)

Example 1: Retail Company’s Video Advertising CampaignA retail company, let’s call it “FashionFest,” decides to run a video advertising campaign to promote its summer collection. The company uses various social media channels like YouTube, Facebook, and Instagram for this campaign. After a month, they analyze the campaign data and find that out of 1,000,000 impressions, 50,000 viewers watched at least 50% of the video. In this case, the View-through Rate (VTR) of FashionFest’s video advertising campaign would be 5% [(50,000 / 1,000,000) * 100]. This metric helps FashionFest understand the effectiveness of their video ads in engaging viewers.Example 2: Automobile Manufacturer’s Pre-Roll AdAn automobile manufacturer, “AutoTech,” decides to showcase its latest car model through a pre-roll ad that appears before YouTube videos. After analyzing their campaign performance, out of 500,000 impressions, 35,000 viewers watched the full ad without skipping. The View-through Rate (VTR) for AutoTech’s pre-roll ad is 7% [(35,000 / 500,000) * 100]. This data assists AutoTech in understanding how well their ad held the viewers’ attention, compared to the average VTR benchmarks for similar ads in the automotive industry.Example 3: Fast Food Chain’s Influencer Marketing VideoA popular fast food chain, “BurgerBlast,” partners with a YouTube influencer to create an entertaining branded video showcasing their newest burger. The video is shared on the YouTube influencer’s channel, which has a significant following. After some time, out of 2,000,000 impressions, 500,000 viewers watched the entire video. The View-through Rate (VTR) for BurgerBlast’s influencer marketing video would be 25% [(500,000 / 2,000,000) * 100]. BurgerBlast can use this VTR metric to evaluate the success of their influencer marketing strategy and assess whether or not the investment brought desired engagement levels.

View-through Rate (VTR) FAQ

What is View-through Rate (VTR)?

View-through Rate (VTR) is a metric used to measure the effectiveness of a video advertisement. It is calculated by dividing the total number of completed views of the video ad by the number of initial impressions served.

Why is VTR important?

VTR is important because it helps advertisers understand the effectiveness of their video ads, showing how engaging and relevant their content is to the target audience. A high VTR indicates that users are more likely to watch the entire ad, increasing the chances of the ad’s message being effectively communicated.

How is VTR calculated?

VTR is calculated by dividing the total number of completed views by the total number of initial impressions served. The resulting number is then multiplied by 100 to get a percentage.

What is considered a good VTR?

A good VTR can vary depending on the industry and target audience. However, a higher VTR typically indicates that the ad is more engaging and relevant to viewers. In general, a VTR of 60% or higher is considered as a good benchmark for video ad campaigns.

How can I improve the VTR for my video ads?

To improve your VTR, experiment with different ad creative, targeting options, and ad placements. You can also focus on making the video content more engaging by creating compelling stories, using eye-catching visuals, and choosing the right length for your ad. Additionally, consider A/B testing different variations of your ads to identify the best-performing elements.

Related Digital Marketing Terms

  • Impressions
  • Click-through Rate (CTR)
  • Ad Visibility
  • Conversion Tracking
  • Engagement Metrics

Sources for More Information

Reviewed by digital marketing experts
Brittany Hodak
Brittany Hodak
Brittany Hodak is an award-winning entrepreneur, author, and customer experience speaker. She delivered global keynotes to organizations, including American Express and the United Nations. Brittany is unapologetically obsessed with helping businesses turn their customers into superfans. Website - LinkedIn - Twitter
View all posts

More terms

Guides, Tips, and More