View through rate - VTR calculator - VTR meaning
What is a video View Through Rate? We'll show you how to calculate VTR
To calculate view through rate, you will need the following metrics:
Ensure you understand what second-length the video view refers to. Is it video view of a full complete? Or it is only a 10” video view. Once you understand this, the VTR that the formula calculates will be in relation to that second length.
Using VTR to inform creative
If you notice users are not watching until the end of your video, you may want to consider analysing where the drop-off is occurring in the video and inform the creative agency or those responsible for production. This kind of analysis can help inform creative teams what is working and what is not, highlighting any sections that may need editing to retain user attention.
An easy way to do this is by using the quartile VTR measurement. If you see a drop in users from 50% to 75% for example, you may want to see what is happening at that point in the video and suggest an edit to improve attention and completion rate.
Difference between VTR and VCR - video completion rate
VTR is typically used to refer to the billable view point of the video or the minimum view point you are measuring the success of the campaign on. For example, if you are charged on a 30" view, and you are using 1' creative, then it is worth working out the 30" VTR.
VCR is the Video Completion Rate and is another way of writing 100% VTR. It is the percentage of impressions that resulted in a 100% completed view.
A lot vendors use VCR instead of VTR and in all honestly, it does not matter which name you use as soon as you are consistent in reporting. In Google jargon, they define VTR as the completed, non-skipped view (of 30”) divided by the number of impressions served.