Count YouTube ads as views
Video content is and will be on the rise: YouTube, Facebook and Co. find their way into moving images wide-reaching advertising format. The Number of video views, also known as views, used. But the How views are measured, differs considerably from platform to platform.
In this post you will learn how the video platform YouTube Views counts and which other metrics you should watch to evaluate your video marketing strategy.
How are video views counted on YouTube?
YouTube measures one Call (English: View) as a percentage of the length of the corresponding video. Within this period of time, users are counted once.
Algorithms also check whether the calls are correct are actual views by people. The number of calls can therefore fluctuate or be temporarily frozen.
YouTube Views - A standard for video metrics
At first glance, views seem like one of the most important metrics when it comes to the Reach of videos on YouTube to determine. They indicate the number of times a video has been viewed since it was uploaded. In the analytics area of the YouTube studio, channel owners can use further, more detailed filter options to view the video views in certain time periods or regions.
In the Google Support Center, YouTube points out that algorithms are constantly working in the background that help to check the calls in order to avoid that views from computer programs are counted. How video views are counted, however, depends heavily on the respective platform. Not all providers follow a uniform standard.
This can be particularly problematic in the area of video ads. The Media Rating Council (MRC) is therefore trying to introduce a standardization in which the billing is calculated based on the total viewing time with a common denominator. The so-called Duration Weighted Impression (DWI) should ensure a uniform measurement.
So far, however, platforms like Facebook or Snapchat have carried out their own measurement methods to Views of videos to spend. Facebook in particular is often criticized because the videos in the news feed are started automatically and the viewer hardly has a chance to avoid the content. It is doubtful whether he is consciously consuming them. With YouTube, however the user has to click for the video to start at all.
The situation is a little different with ads in the TrueView format that are placed before or between the YouTube video. The measurement of video impressions and TrueView views on YouTube are accredited by the Media Rating Council (MRC) and are precisely defined in the support center.
View vs. TrueView: How clicks from commercials are counted
If you place a YouTube video as an ad, the views of the advertising clip count as views of the uploaded video itself. YouTube offers advertisers six different ad formats:
The so-called TrueView in-stream video ads are a format that is played before or during the clip and can often be skipped by the user after five seconds. However, the advertiser only pays if the user continues to look at the ad and does not click away.
When a view is counted as a view is particularly important for marketers, since TrueView ads are billed according to cost-per-view by default. A video ad is considered seen under YouTube guidelines if
the viewer watches a clip of up to 30 seconds in full,
the viewer interacts with the commercial, or
watch a clip that is longer than half a minute for at least 30 seconds.
It is also interesting which interaction the viewer has to make in order to be measured as an appeal. Actions that do not count as a view, for example, are clicks on comments, full screen or “I like” information. In the guidelines, YouTube defines exactly which interactions are counted as views and which are not.
Purchased clicks violate YouTube guidelines
There are still providers who advertise the reach of their customers on YouTube increase through purchased clicks. Besides getting more calls too higher number of followers promised. However, buying subscribers or views is prohibited according to YouTube guidelines and can lead to the channel being blocked or even being excluded from the platform.
Information about reach and engagement through YouTube Analytics
Would you like to find out how much Reach and engagement a video generated, you should not only look at the views, but also include other data in the evaluation.
Because only a closer look and linking of different video metrics shows how successful the content or channel actually is. The channel analyzes in YouTube Analytics help with the evaluation.
Average playback time
If a viewer clicks on your video but is not convinced of its content, they will most likely end the playback prematurely. The average playback time is therefore an important indicator. It shows at which points the video is interrupted or repeated particularly often. Accordingly, it is also an indicator of whether the clip keeps the promise given by the thumbnail and title to the viewer.
Impressions, CTR, views
At this point, a clear distinction should be made between impressions and views. Impressions are the number of views a video thumbnail has received. How many of these impressions resulted in an actual view is determined by the Click rate of impressions (click-through rate, CTR) specified. If one again compares the CTR with the average playback time, it can be assessed whether the title and thumbnail reflect what is treated in the video - or whether they qualify as clickbait instead.
Refrain from clickbait
Clickbait titles try to attract viewers or subscribers with misleading content. This approach not only violates YouTube guidelines, but also results in a low reach, as the misguided viewer is very likely to cancel your video prematurely. Since the playback time is an important ranking factor on YouTube, clickbait definitely does not achieve the goal.
Engagement: comments and likes
Whether or not a video is well received by viewers can also be found in the comment columns. Comments and likes are important feedback for creators and also give them YouTube algorithm Reason to rate a video better.
Views are an important key figure in video marketing for making statements about the absolute reach. When and how a call is counted varies from platform to platform. Would you like to post your ads on YouTube after the Cost-per-view bid strategy you should therefore familiarize yourself with the general conditions.
If you want to find out how much reach and engagement your own video content achieves on YouTube, you should also look at other KPIs in addition to the number of views: Up YouTube Analytics you can view important key figures such as the average playback time, impressions, CTR, comments and “I like” information and set them in relation to each other.
Cover picture: rizal999 / getty Images
Originally published May 27, 2020, updated 11 May 2021
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