It is complicated to track video ad performance, especially when users don’t click on the ad the first time they see it but are still influenced to convert by their encounter with that ad. There are many ways to assess performance, and Google has added a new way to track video ad conversions for users that don’t initially click through.
On 11 September 2020, Google announced that they’ve been researching EVCs, or engaged-view conversions, which are a more robust non-click conversion metric. This is what Google had to say:
“EVCs measure the conversions that take place after someone views 10 seconds or more of your skippable ad, but doesn’t click, and then converts within a set amount of days. EVCs are a more robust way to measure conversions than view-through conversions (VTCs), an industry standard that measures the conversions that take place after a person views an impression of your ad, but doesn’t click.”
Google plans to have this system implemented by the end of the year. This means that it would be much easier for brands and marketers to track conversions on their video ads, even if users do not initially click on the ads.
This is part of Google’s initiative to make it easier for brands to assess their campaigns online. According to Google: “…most incremental conversions come from engaged users who are given the option to skip, but choose to watch your ad. In fact, over 60 percent of all skips on YouTube direct response in-stream video ads happen before 10 seconds. Therefore, the decision to watch 10 seconds of a skippable ad is a user choice that signals an ‘engaged-view’. When these engaged-views result in conversions within a set amount of days, engaged-view conversions are included in the conversion report.”
Implication for Marketers
Marketers can use this new tool to keep better track of their conversions gotten from video ads. The information they receive can also be used to design their video ads based on the ones that receive the most conversions.