How to evaluate the results of a video banner campaign
Impression statistics can help you evaluate the effectiveness of your ads. You can view ad campaign reports after your ads start displaying. In the side menu, select Statistics → Statistics for all campaigns. Go to the Report wizard tab.
For example, you can see what ad sizes are served most frequently. Under the Cross sections, select Ad No. and Image size. In the Columns section, select the Impressions value.
For some parameters (such as audience reach), the system uses a statistical method to calculate metrics based on a sample of users. This lets you quickly get the parameter value for a large amount of data. Therefore, the reach displayed in statistics may not differ significantly from the true value.
Learn more about campaign statistics.
Which metrics to track
It is important to assess target audience reach and user interest in the video.
To analyze events that occurred after a video view, select the “First impression from Yandex Direct cross-device” or the “Last impression from Yandex Direct cross-device” attribution model. Learn more.
Key metrics for video performance
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Views: Occurrence of one of the following events:
- Viewing 100% of the video if the video is shorter than 30 seconds.
- Viewing 30 seconds of the video if the video is longer than 30 seconds.
- Click on the link to the advertiser site.
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Views by quartiles — The number of views of 25%, 50%, 75%, or 100% of the video.
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Percentage of views by quartiles — The number of views of 25%, 50%, 75% or 100% of the video, divided by the total number of video impressions.
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Average cost per view of 100% of video (CPV): The average cost per video view. It is calculated as the ratio of spending to the number of 100% completed video views.
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Mute/unmute clicks — The number of clicks on the Mute and Unmute buttons.
Audience
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Reach — The number of unique users who have watched the video. It is calculated based on the history of impressions on different user devices (smartphones, tablets, and PCs).
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Average impression rate — The average number of ad exposures per user. It's calculated as the ratio of the number of views to the reach.
How to create a report in the Report Wizard
Click the View statistics link on the campaign page. In the Report wizard, create a report:
Dimension
Choose “For selected period”.
Attribution
Select “Last impression from Yandex Direct cross-device”.
Cross sections
To see the inventory used to serve the video, select the slice Type of inventory.
Columns
Select metrics:
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Reach
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Avg. impression frequency
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Total expenditure (rubles)
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Completed 25%, 50%, 75%, 100% of the clip
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Percentage of 25%, 50%, 75%, 100% completed
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Average CPM (rubles)
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Average CPV for 100% completed (rub.)
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Mute clicks
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Unmute clicks
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Impressions
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Clicks
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Conversions
In the report, you will see:
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Media reach produced by advertising.
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How well the video engages the audience.
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How many conversions did the display ad attract? Details;
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How users interacted with the video.
Note
For some parameters (such as audience reach), the system uses a statistical method to calculate metrics based on a sample of users. This lets you quickly get the parameter value for a large amount of data. This means that the value shown in statistics may somewhat differ from the actual value.
How to make decisions based on statistics
Increase the number of video banner impressions
If the campaign isn't winning enough auctions for ad display, you can raise the CPM bid (for a manual strategy) or limit your average CPM (for an automatic strategy). Check the user profile: your ad may be too narrowly targeted.
How to compare videos
You can compare videos by the number of complete views and clicks: they show user interest in the video. Add the Ad/banner № cross-section and 100% completed and Clicks columns, and compare the metrics per video.
How to improve advertising materials
See how effectively the video engages the audience. The quartile view statistics shows user interest in certains parts of the video. For example, if the majority of users have watched a quarter of the video but the main message is in the middle, try to adjust your story. If a video is interesting and engaging from the start, users are more likely to watch it to the end.
How to interpret statistics on clicks and conversions
Video banner, just like other types of advertising, can bring both traffic and purchases to your website. You can compare display campaigns by the number of clicks and conversions. However, keep in mind that reach and frequency are more important for display campaigns than clicks and conversions. It doesn't make sense to compare clicks and conversions with similar metrics of performance campaigns. Performance advertising runs on existing demand, while display advertising creates more interest in a “cold” audience.
Information about the video audience
If you have used the Gather audience by completion rate setting in Yandex Audience, you can view detailed statistics. The following data is available for each segment of users:
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Segment reach and user distribution by gender, age, and device type.
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Online interests and categories of users (homemakers, students, parents, and so on).
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Percentage of users in the segment who visited your website or completed Yandex Metrica goals on it.
For more information, see Yandex Audience Help.
Learn more
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