In which scenario will you use the video impressions or video starts metric within Campaign Manager 360?
You're working with a national vegetable distributor launching a new vegetable product. They're running video ads and want to know how many users watched the video ad in its entirety.
You're working with a painting company running a new campaign. They're running video ads and want to determine how many users watched the third quartile of the video ad.
Your footwear client has a new line of basketball sneakers launching soon. They're running video ads and want to see how many impressions their video ad received.
Your beverage distributor client is launching a video campaign. They're running video ads and want to determine how many users watched the first quartile of the video ad.
Explanation
Analysis of Correct Answer(s)
The Video Impressions and Video Starts metrics are foundational for measuring the initial delivery of a video ad. They are used to answer the basic question of how many times a video ad was served and began to play.
- In Campaign Manager 360, a Video Impression (or Video Start) is counted as soon as the first frame of the video ad loads.
- This metric is perfect for the footwear client's goal, which is simply to understand the total number of impressions—the initial reach—of their video ad campaign.
Analysis of Incorrect Options
The other scenarios require more advanced video tracking metrics that measure viewer engagement and progression through the video content.
- First Quartile: Measuring how many users watched the first 25% of the video requires the Video First Quartile metric.
- Completion: Tracking users who watched the video in its entirety requires the Video Completions metric.
- Third Quartile: Determining how many users watched 75% of the video requires the Video Third Quartile metric.
These "quartile" and "completion" metrics are used to analyze audience retention and engagement, which is a different objective than simply counting the number of times the video started playing.