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CPCV (Cost per completed view)

What is Cost per Completed View (CPCV)?

Cost per Completed View (CPCV) is a digital advertising metric that charges advertisers only when a video ad is watched in its entirety, from start to finish. This model ensures that viewers are fully engaged with the content, making CPCV ideal for campaigns focused on deep message retention and interaction. Unlike other metrics, CPCV ensures that payment is made only for ads that have been completely viewed, providing a clear measure of audience engagement.

What is a completed view?

In the Connected TV (CTV) environment, a completed view typically means the ad has played in full on the viewer’s screen without interruptions. This setting is ideal due to the natural full-screen viewing and fewer distractions compared to mobile or desktop devices. Additionally, third-party ad servers such as Extreme Reach, DoubleClick Campaign Manager (DCM), and Innovid ensure accurate tracking and reporting of completed views. These services facilitate the verification process across various CTV platforms, helping advertisers reliably measure engagement and the effectiveness of their ad campaigns. This structured approach provides a clear picture of viewer interaction, which is essential for optimizing ad performance in the CTV landscape.

What is the difference between CPV and CPCV?

For Connected TV (CTV), the differences between Cost Per View (CPV) and Cost Per Completed View (CPCV) are particularly pronounced, particularly since it’s common to have ad durations longer than the typical 30 seconds. CPV charges for videos that are partially viewed, often adhering to minimum viewing time standards such as 2 (IAB standard) or 30 seconds (Google’s standard), depending on the platform's policies. CPCV, on the other hand, only incurs a charge when an ad is viewed in its entirety, which suits the typically more engaged CTV audience. However, in a lean-back environment such as TV and CTV, audiences typically sit back and watch commercials in full, even 60-second ads common in certain industries like pharma.

A notable exception is on platforms like YouTube on CTV, where viewers may encounter longer ads that are skippable, presenting a clear divergence between CPV and CPCV metrics. This divergence is because CPCV would only count views where the ad is watched fully, while CPV might count a view after the initial 30 seconds. Furthermore, while narrative-driven ads—those that tell a story to engage the viewer—are ideal for CPCV, simpler ads, such as product highlights or brief announcements, may not necessitate complete viewing. Ultimately, while CPV offers a cost-effective approach to maximize exposure, CPCV ensures deeper engagement, which is crucial for campaigns seeking impactful viewer interaction in the immersive CTV environment.

How is cost per completed view measured?

To measure the Cost per Completed View (CPCV), advertisers use a simple formula:

CPCV = Total Cost of the Campaign / Number of Completed Views

Here’s how the measurement works:

Total Cost of the Campaign: This is the amount the advertiser spends on the specific campaign.

Number of Completed Views: This is the count of how many times the video ad was watched from start to finish.

Using this formula, advertisers can determine the cost-effectiveness of their video ad campaigns in terms of viewer engagement, specifically focusing on how many viewers watched the entire ad. This metric is crucial for evaluating the success of ads intended to convey a complete message or story.

What are the key differences with CPCV between the online and CTV worlds?

In examining the key differences in CPCV (Cost Per Completed View) between the online video world and the CTV (Connected TV) world, several distinctions are evident:

Viewer Engagement and Ad Completion Rates: CTV environments generally achieve higher ad completion rates due to the immersive viewing experience. In contrast, desktop environments can lead to lower completion rates as ads may not always remain in view if the user switches between windows or tabs.

Video Ad Formats - Instream and Outstream: Desktop and mobile environments accommodate both Instream and outstream video ads. Instream ads are embedded within video content and are common across all platforms, including CTV. Outstream ads, however, which appear in non-video contexts like news feeds or alongside articles, are unique to desktop and mobile. These ads start automatically and can be easily closed or scrolled past, often leading to lower completion rates than instream ads in CTV environments where the viewer's attention is more captivated.

These nuances underscore the need for marketers to adapt their strategies according to the unique dynamics of each platform.

How Simulmedia helps lower CPCV

Simulmedia excels in reducing Cost per Completed View (CPCV) through precision targeting and data-driven insights, ensuring that your ads reach the most relevant strategic audience as efficiently as possible on TV and CTV. By analyzing viewer data, Simulmedia not only optimizes ad placements for higher completion rates but also manages ad frequency effectively to prevent audience fatigue. This strategic approach lowers CPCV and protects your brand's reputation. Discover how our tailored solutions can enhance your advertising efficiency by scheduling a demo. Let us help you achieve impactful advertising with measurable results.