Definition
Cost per Completed View (CPCV) is a pricing model used in digital advertising where advertisers pay only when a video ad is watched to completion. This model contrasts with other models where costs are incurred per impression or per click, regardless of whether the video is watched in its entirety. CPCV is often seen as a more performance-oriented approach because it ensures that the viewer has seen the entire message before the advertiser is charged.
Key Aspects of CPCV
- Performance-Based: Advertisers pay for actual completed views, which can be a more accurate measure of engagement.
- Viewer Engagement: A completed view suggests a higher level of viewer engagement with the ad content.
- Cost Efficiency: CPCV can be more cost-efficient for advertisers who want to ensure their budget is spent on ads that have been fully viewed.
- Ad Relevance: This model incentivizes advertisers to create more compelling and relevant ads that viewers will watch until the end.
Best Practices for CPCV
- Engaging Content: Create engaging and relevant video content that captures the viewer's attention from the start.
- Clear Messaging: Ensure that the ad's core message is delivered early, even if the viewer does not watch the entire video.
- Optimize for Completion: Test different video lengths and formats to find the optimal balance that encourages full view completion.
- Targeting: Use precise targeting to reach an audience that is more likely to be interested in the ad content, increasing the likelihood of completed views.
Conclusion
The CPCV pricing model aligns advertiser costs with viewer engagement, offering a more performance-based approach to video advertising. By focusing on completed views, advertisers can be more confident that their message is being fully received by the audience. While the costs associated with CPCV can be higher, the quality of engagement and the potential for improved ROI make it an attractive option for many advertisers. As with any advertising strategy, success with CPCV requires careful planning, engaging content, and ongoing optimization based on performance data.
