If your offer needs a bit of explanation, video is your top format choice. At the same time, you can use video ads for quick conversions as well. It all depends on the approach and the type of video you use.<\/p>\n\n\n\n
Video comes in many forms, and each one behaves differently:<\/p>\n\n\n\n
- \n
- In-stream video ads<\/a><\/strong> (pre-roll, mid-roll, post-roll) are placed inside a video player and get 100% viewability.<\/li>\n\n\n\n
- Out-stream ads<\/strong> are shown in an article, feed, or banner slot and work best for brand awareness.<\/li>\n\n\n\n
- Rewarded video<\/strong>, where users trade a view for an in-app reward, ensures the highest completion rate.<\/li>\n\n\n\n
- Interstitial video<\/strong> ads play between app screens, delivering large volumes of mobile video traffic<\/a>.<\/li>\n\n\n\n
- Native video<\/strong> is blended into a feed and delivers better click quality due to a high-intent audience.<\/li>\n<\/ul>\n\n\n\n
![\"video](\"https:\/\/richads.com\/blog\/wp-content\/uploads\/2026\/09\/2-1024x576.png\")
<\/figure>\n\n\n\nOverall, the performance of online video ads is better than other formats if you match the type to the offer and your CPA goals.<\/p>\n\n\n
\n\n\n \n Run video ads on RichAds’ Premium traffic! <\/a>\n <\/div>\n <\/div>\n<\/div>\n\n\nWhat is RichAds?
Ad network for telegram ads,
high quality push and popunder ads,
domain redirect, native and display traffic source,
buy push ads at $0.005 (CPC), pop ads at $0.5 (CPM),
domain ads costs start from $1.5 (CPM), native ads \u2014 from $0.001 (CPC),
ad network offers large volumes of traffic in more than 200 geos from Tier 3 to Tier 1.<\/p>\n\n\n\nKey video ad metrics to track<\/h2>\n\n\n\n
The most obvious factor distinguishing video advertising from other formats is the metrics. To measure the performance of online video ads, you should look not just at standard metrics like CTR or CR, but also at video-specific ones such as viewability and skip rate.<\/p>\n\n\n\n
Impressions<\/h3>\n\n\n\n
Impressions count how many times your video ad was served or shown to a viewer, regardless of whether they actually watched it. <\/p>\n\n\n\n
It’s a volume metric, not a quality one. A campaign can deliver millions of impressions and still convert poorly if the traffic or creative isn’t right. However, in most cases, you pay for impressions \u2014 CPM model<\/a> \u2014 so it’s an important metric to check.\u00a0<\/p>\n\n\n\n
Use impressions to measure reach and scale, then line them up with other video ad metrics to see whether that reach actually converts.<\/p>\n\n\n\n
View rate<\/h3>\n\n\n\n
View rate is the percentage of people who started watching your ad once it loaded on their screen. It’s your first real signal of relevance. <\/p>\n\n\n\n
If you get a low view rate, it can be due to three reasons: the ad isn’t grabbing attention, the placement is poor, or the audience match is off. <\/p>\n\n\n\n
For skippable pre-roll video ads, the ok number is 15\u201325%. Strong campaigns push the view rate past 30%.<\/p>\n\n\n\n
VTR (View-Through Rate)<\/h3>\n\n\n\n
VTR measures the share of viewable impressions that turned into a complete view. Essentially, it tells you whether people who saw your ad actually watched it through to the end. <\/p>\n\n\n\n
It combines viewability and completion into a single number, so it’s a good video ad metric to check. You’ll understand whether your creative is holding attention once it’s actually in front of someone.<\/p>\n\n\n\n
Completion rate<\/h3>\n\n\n\n
Completion rate is the percentage of viewers who watched your ad all the way to the end. It’s a strong signal of creative quality. <\/p>\n\n\n\n
However, completion rates aren’t counted the same way everywhere: YouTube counts a view at 30 seconds, Meta at 3 seconds, and TikTok at the very first frame. So, check the counting method first to understand the real performance of your video ads.<\/p>\n\n\n\n
CTR (Click-Through Rate)<\/h3>\n\n\n\n
CTR is the percentage of viewers who clicked your ad’s CTA. Unlike view-based metrics, it measures active interest \u2014 the user acted on your ad. CTR is the standard metric to watch in any advertising campaign, so you probably know all about it. <\/p>\n\n\n\n
Average watch time<\/h3>\n\n\n\n
Average watch time is the average number of seconds or minutes viewers spent with your ad before leaving. It shows where attention holds and where it drops off. At the RichAds ad network, we break this metric by checkpoints: start, 25%, 50%, 75%, and complete. <\/p>\n\n\n\n
A short average watch time on a long ad is a clear sign to trim the creative or move your key message earlier.<\/p>\n\n\n\n
Skip rate<\/h3>\n\n\n\n
Skip rate is the share of viewers who hit the skip button before your ad finishes. A high skip rate usually means the opening seconds didn’t hook the viewer, so it’s worth fixing the creative or trying a different approach. <\/p>\n\n\n\n
Skip rate pairs well with watch-time data: you can see how many people left and exactly when they left.<\/p>\n\n\n\n
Engagement rate<\/h3>\n\n\n\n
Engagement rate looks at how much of your video people actually watched, calculated as total watch time divided by total plays (including replays). On social platforms, it can also include likes, comments, and shares. <\/p>\n\n\n\n
It’s a broad read on how much your video ad resonates.<\/p>\n\n\n\n
eCPC (effective Cost Per Click)<\/h3>\n\n\n\n
eCPC is your actual campaign spend divided by the number of clicks you received. It’s the real price, not the bid you set going in. <\/p>\n\n\n\n
This video ad metric shows you how cheaply different creatives, GEOs, or sources are actually driving clicks.<\/p>\n\n\n\n
CPA (Cost Per Acquisition)<\/h3>\n\n\n\n
CPA<\/a> is your total spend divided by the number of conversions: registrations, deposits, downloads, or whatever action your offer requires. CPA ties directly to the business outcome, so you can decide whether a campaign scales, needs optimization, or gets killed.<\/p>\n\n\n\n
Post-view tracking<\/h3>\n\n\n\n
Post-view tracking captures conversions from people who watched your video but didn’t click right away. <\/p>\n\n\n\n
Users rarely act when they first view your video ad. The pattern is often different: someone watches the ad, closes it without clicking, and later goes straight to the site or app on their own and completes the target action. That’s a post-view conversion, and it can account for up to half of all conversions.<\/p>\n\n\n\n
Post-view stats available in RichAds:<\/p>\n\n\n\n
- \n
- Post-View Impressions<\/strong> \u2014 impressions shown to people who converted afterward.<\/li>\n\n\n\n
- Post-View Conversions<\/strong> \u2014 conversions that happened after the platform served an impression.<\/li>\n\n\n\n
- Post-View Media Cost<\/strong> \u2014 how much you spent on those conversions (usually cents or fractions of a cent).<\/li>\n\n\n\n
- Post-View CPA<\/strong> \u2014 the cost per post-view conversion (also typically cents or fractions of a cent).<\/li>\n<\/ul>\n\n\n\n
Without post-view tracking, you’re only seeing part of the picture and likely undervaluing the performance of video ads.<\/p>\n\n\n
\n\n\n \n Run video ads on RichAds’ Premium traffic! <\/a>\n <\/div>\n <\/div>\n<\/div>\n\n\nWhat is RichAds?
Ad network for telegram ads,
high quality push and popunder ads,
domain redirect, native and display traffic source,
buy push ads at $0.005 (CPC), pop ads at $0.5 (CPM),
domain ads costs start from $1.5 (CPM), native ads \u2014 from $0.001 (CPC),
ad network offers large volumes of traffic in more than 200 geos from Tier 3 to Tier 1.<\/p>\n\n\n\nQuick video ad metrics reference table<\/h3>\n\n\n\n
- Post-View Conversions<\/strong> \u2014 conversions that happened after the platform served an impression.<\/li>\n\n\n\n
- Out-stream ads<\/strong> are shown in an article, feed, or banner slot and work best for brand awareness.<\/li>\n\n\n\n
![\"How](\"https:\/\/richads.com\/blog\/wp-content\/uploads\/2026\/07\/Gambling-with-video-ads.jpg\")
<\/a>\n ![\"RichAds](\"https:\/\/richads.com\/blog\/wp-content\/themes\/richads-theme\/images\/items\/logo-crown.svg\"){kind=logo}
\n ![\"Research](\"https:\/\/richads.com\/blog\/wp-content\/uploads\/2026\/09\/RichAds-Video-Advertising-Research.jpg\")
<\/a>\n ![\"How](\"https:\/\/richads.com\/blog\/wp-content\/uploads\/2026\/06\/betting-offers-with-video-ads.jpg\")
<\/a>\n ![\"Mobile](\"https:\/\/richads.com\/blog\/wp-content\/uploads\/2026\/09\/mobile-video-ads.jpg\")
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