In video advertising, these two key metrics often come up, but they measure very different things:
🔹 Viewability Rate
The % of your ads actually seen, meaning at least 50% of the ad was in view for at least 2+ seconds. It’s your baseline check to ensure your ads have a real chance to be noticed, not wasted in hidden or off-screen spots.
🔹 Completion Rate
The % of viewers who watched your video all the way through. It reveals how engaging and relevant your creative is to your audience.
⚖️ When to prioritize which?
• Viewability Rate is critical for brand awareness and reach-focused campaigns. If your goal is broad exposure, you want to make sure as many people as possible see your ad properly.
• Completion Rate is more important for consideration and direct response campaigns, where engagement and message absorption drive conversions, like product demos or storytelling ads.
💡 How to use them together?
1. Start by optimizing viewability; no point in having great creative if no one actually sees it.
2. Once viewability is solid, focus on completion by testing and improving your creative to keep viewers watching till the end.
3. Monitor both; if viewability is high but completion is low, your creative needs work. If completion is high but viewability is low, focus on better placements or targeting.
💬 What’s your experience balancing these KPIs? Which one impacts your campaigns the most?
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