Why is View Through Rate (VTR) Important?
With text or image-based advertising, messaging is necessarily concise because the time-frame for audience engagement is very short. If a text or image-based ad can effectively grab the user’s attention, it takes just two or three seconds for them to read and process all of the information that’s available.
Video advertising gives marketers the opportunity to educate their prospective customers, tell a more meaningful story, and deliver a stronger call-to-action by keeping audiences engaged for much longer than the few seconds they might spend looking at a banner or text ad.
The positive impact of video advertising on conversion rates and revenue generation are well known, but much of that impact can be lost if audiences aren’t making it through the full video.
By measuring VTR, marketers can get a sense of how well their video advertisements are engaging audiences and keeping their attention to deliver the high-impact storytelling and CTAs that drive genuine interest.
Video platforms like YouTube provide feedback on video viewership using a system called quartile reporting, which reports how frequently a video was played to 25%, 50%, 75%, and 100% of its length. This enables marketers to identify the areas of their videos with the largest drop-off in viewership and adjust their creative strategies to keep audiences engaged.