Perspective And Lesson On Advertising

The following video ad campaign was for a Trial Attorney YouTube channel.  The simple test was to get their video more exposure on YouTube.  The project was successful in that their video got $0.14 cost per view.  I’ll take the time to explain the different values in the above picture.  For anyone who doesn’t do advertising, this summary will help you understand the terminology:

“Impr.” stands for Impressions.  Impressions refers to the total amount of people who at least saw your advertisement.  It is debatable how effective impressions are.  One the one hand, impressions don’t count for much because many impressions won’t become clients.  However, on the other hand, impressions are very valuable when you remember that a person must see your brand 7 to 23 times before they trust it.  This means that every one impression gives your brand a higher likelihood of being trusted by the client.

“Views” stands for Views.  Views are the total amount of people who watched your advertisement.  This refers to engaged viewers because they took the time to watch more of your advertisement.

“View Rate” is the percentage of people who viewed your advertisement as compared to the total impressions the advertisement got.

Finally, “Avg. CPV” stands for Average Cost Per View.  In advertising, we have to know what is the cost of every single action.  This is the final metric that is important because it can tell us how much money we are spending for each engaged individual.