IMPORTANT!

It should be taken into account that beyond each detailed metric measure purpose, the results and their analysis will depend on the Video Player implementation from which the ads run.

For example: If the metric 'Close ad', intended to measure the number of times the close action was clicked, measures each time 'Skip ad' is clicked, it will be associated to the way the Player executes each “Tracking event”.

The following document details the possible metrics you can get from a Video VAST ad.

The specific results may be observed from the campaign Summary.

The tabs are common to all Rich Media type ads. Depending on the format run in the ad certain differences may be observed.

CAMPAIGN SUMMARY

General Indicators (They may be read generally by Campaign and/or Ad/s)

Impressions < User's viewability of an ad. Impressions are used as measure units.
Clicks > Number of registered clicks on the ad.
Yield/CTR > Percentage of ad impressions clicked compared to the total number of clicks.
Unique Users > Number of different people who viewed the ad, within a definite period of time. It is generally measured on a daily or monthly basis.
Unique CTR > It refers to the number of clicks divided the unique users, expressed in percentage.
Frequency > Number of times unique users viewed the ad.
Stay Time > It measures the total stay time in front of the ad and its average. The viewability time will start to count when the ad is displayed.

AD DETAILS

Ad beginning > Metric registered upon ad display. It is directly comparable with Impressions. This value will always show 100% of reproductions.

Completed ad (Completed Play) > Metric registered if the user reaches the ad´s animation end. When working with MP4 type formats, the duration time is already contemplated in the duration of the video itself, but when working with other formats, such as JPG/SWF/FLV, the time will be considered from the 'Movie length' attibute:

Close ad (Close) > Metric registered if the user closes an ad (it should include the corresponding button) , making it disappear from the player and not being able to be displayed again.

First quartile 25% (Percent complete) > Metric used to register the percentage reached of the viewed ad. In this case 'First quartile' indicates 25% of the ad viewed.

Midpoint 50% (Percent complete) > Metric used to register the percentage reached of the viewed ad. In this case 'Midpoint' indicates 50% of the ad viewed.

Third quartile 75% (Percent complete) > Metric used to register the percentage reached of the viewed ad. In this case 'Third quartile' indicates 75% of the ad viewed.

Example to read a report: 'Ad detail'

In the case stated in the screenshot, there were 2.727 reproductions or Ad starts (100%).

From these reproductions , it may be known about the viewability percentage or level:

- Completed Ad: It states the number of complete reproductions (100% of video viewability). In this case, they were 440.

. Third quartile: It states the number of complete reproductions which reached 75% of video viewability. In this case, they were 562.

. Half: It states the number of reproductions which reached one half or 50% of video viewability. In this case, they were 729.

. First quartile: It states the number of reproductions which reached 25% of video viewability. In this case, they were 1.776.

Likewise, another number of reproductions 1.404 (51,49%) ended up closing the ad manually.

INTERACTION

Several of the following metrics are associated to video player controls through which the ad is reproduced:

Audio >

- Play audio (Audio Un-mute): Registered when the user clicks on the audio reproduction button (this may be the same button used for 'Mute').

- Stop audio (Audio Mute): Registered when the user clicks on the audio stop button and/or mute (this may be the same button used for 'Un-mute').

Video >

- Stop video (Pause) Registered when the user clicks on a video stop control or button (this may be the same button used for 'Resume').

- Play video (Resume): Registered when the user clicks on a resume video control or button (this may be the same button used for 'Pause').

Interactivity

- Restart ad (Rewind): Clicks on a replay button are to be registered. This button will resume the video shown by the player, if the analysis is being made for a VAST ad.
In case the metric is being analyzed for another video Rich Media format (I.e. Video Banner) the metric will register the ad start.

- Expand and/or Shrink banner area: These metrics will be registered every time the user expands or collapses the ad respectively. They are usually registered, for example, in expandible ones (For VAST cases, these ads should be set with VPAID).

- Open and/or Exit full screen (Expand/Collapse): Registered when the user opens or closes the highest view from the player.

- Skip ad (Skip): Registered when the user clicks on the 'Skip ad' option:

When uploading the ad, the moment in which the Skip option will be displayed may be shown in seconds or %:

It may only work if VAST 3.0 is used.

Example to read report: 'Interaction'

In the case stated in the screenshot, there were 2.727 reproductions or Ad beginnings (100%). Likewise, 173 (3,54%) paused the video and then 149 (3,05%) resumed it.

This case does not show other interactions.

Skip

If the ad would have measured this metric, the number of skipped reproductions might be validated by the report.

If we had had:

- 2.727 reproductions or Ad beginning (100%)

- 1.363 Skip/Skip ad (50%)

This would not mean that the other remaining 50% viewed it completely. From the remaining part, we would have to take the complete % under Completed Ad. If they had been 25%, we would have a remaining part of 25%, which could be considered as users who left the site, or closed the browser directly whilst the video was still running.

You can find more information about these metrics in the follwing IAB´s manual: http://www.iab.net/media/file/DigitalVideo_MetricsDefinitions.pdf