Video view metrics now available for Sponsored Brands video
August 5, 2021
What launched?
Advertisers can now measure the performance of their Sponsored Brands video campaigns against a new set of video viewing metrics, available for download in the report center or through the Amazon Advertising API.
What new metrics are available?
The new metrics include: viewable impressions, view-through rate (VTR), viewable click-through rate (vCTR), 5 second views, 5 second view rate, video first quartile, video midpoint, video third quartile, video completes, and unmutes. Definitions for all metrics can be found in the Support Center Amazon Ads - Advertising Campaigns.
Why is it important?
Video is an important tool advertisers use to tell their brand and product story. To date, advertisers were only able to measure if customers watched it based on clicks and CTR%, but leaving behind important data on how many customers actually watched their ad and how they engaged. With view metrics, advertisers can now measure the performance of their campaigns across video viewing engagement, providing transparency into the additional value delivered by Sponsored Brands video creative outside of clicks and ROAS. For example, advertisers can use the 5 second view rate to measure the different engagement levels of their video ads and better understand what type of content resonates best with shoppers. View metrics generates new insights that can help advertisers improve video creatives and optimize for video viewing to increase shopper engagement and improve the overall performance of their Sponsored Brands video creative campaigns.
Where is the feature available?
- North America: United States, Canada, Mexico
- South America: Brazil
- Europe: Germany, Spain, France, Italy, Netherland, United Kingdom
- Middle East: Saudi Arabia, United Arab Emirates
- Asia Pacific: Australia, India, Japan
Who can use it?
- Vendors
- Sellers
Where do I access it?
- Advertising console
- Amazon Advertising API