Cost Per View (CPV)

[bitheerani319]

Cost Per View (CPV) refers to a relatively recent billing model in Online Marketing, Social Media Marketing and Video Marketing. The basic idea of ​​Cost Per View is that the user interacts with the advertising media. By choosing this model, the seller pays for the actual visual contacts that are generated by ordering an advertising medium on the publisher's platform.

This principle should be distinguished from impression-based campaigns, as a user action, such as a click on Play, Skip or Expand on a video ad, is required before the advertiser's advertising budget is charged. Cost per view is therefore similar to models that are based on the cost per action principle and are part of performance marketing.

General information

The cost-per-view metric was first suggested by TubeMogul and Google to the IAB (Interactive Advertising Bureau), which is responsible for standardizing digital marketing in the United States. This happened pakistan phone number list a time when traffic and usage frequencies of platforms such as YouTube, Vimeo and Facebook continued to increase as a result of video advertising. In 2010, the number of daily unique viewers increased by more than 30%, according to a study by Comscore.

The problem that TubeMogul and Google were trying to solve was that billing models were not developing further despite rapidly changing user behavior and technologies. There were apparently no reliable metrics that would allow evaluating campaign performance in the context of video advertising. As a rule, CPI (Cost Per Impression) and the CPM (Cost Per Mille) derived from it were the most commonly used billing models. There is, however, the disadvantage that no distinction can be made between videos that are actually requested by users and those that are not. CPI and CPM also include data where no user interaction has taken place.

If you are billed on a CPM basis, you will not know how many users have clicked on the video and you will end up paying users who have not. This is a crucial disadvantage for performance-related advertising. These factors make it difficult to effectively compare different advertising possibilities across media, as only impressions are counted, but the actual advertising effect is difficult to detect. The data does not clarify whether a video has been viewed by users and for how long.