How to evaluate the results of a Connected TV promotion
展示统计数据可以帮助您评估广告效益。 您可以在您的广告开始显示后查看广告系列报表。
Which metrics to track
It is important to assess target audience reach and user interest in the video.
To analyze events that occurred after a video view, select the attribution model "First impression from Yandex Direct cross-device" or "Last impression from Yandex Direct cross-device". More about attribution models.
Key metrics for video performance
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Views: Occurrence of one of the following events:
- Viewing 100% of the video if the video is shorter than 30 seconds.
- Viewing 30 seconds of the video if the video is longer than 30 seconds.
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Views by quartiles — The number of views of 25%, 50%, 75%, or 100% of the video.
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Percentage of views by quartiles — The number of views of 25%, 50%, 75% or 100% of the video, divided by the total number of video impressions.
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Average cost per view of 100% of video (CPV): The average cost per video view. It is calculated as the ratio of spending to the number of 100% completed video views.
Audience
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Reach — The number of unique users who have watched the video. It is calculated based on the history of impressions on different user devices (smartphones, tablets, and PCs).
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Average impression rate — The average number of ad exposures per user. It's calculated as the ratio of the number of views to the reach.
Statistics on the campaign page
Statistics are displayed on the campaign page. Under the settings section, you can find the general campaign statistics, with more detailed statistics on individual parameters shown below.
Under Ads, you can see the performance of each ad and compare your ads. To edit creatives or other settings, click Edit in the upper right corner of the section.
Charts show statistics for the following parameters:
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Gender and age of the audience that saw your ad.
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Display regions.
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Device type.
To go to the Report Wizard, click More → Campaign statistics.
How to create a report
Click the View statistics link on the campaign page. In the Report Wizard, create a report with the following parameters:
|
Parameter |
Setup |
|
Dimension |
For selected period |
|
Attribution |
Last impression from Yandex Direct cross-device |
|
Cross sections |
Inventory type |
|
Columns |
Choose:
|
In the report, you will see:
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Media reach generated by your ads.
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How well the video engages the audience.
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How many conversions did the display ad attract? Learn more.
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How users interacted with the video.
备注
For some parameters (such as audience reach), the system uses a statistical method to calculate metrics based on a sample of users. This lets you quickly get the parameter value for a large amount of data. This means that the value shown in statistics may somewhat differ from the actual value.
How to make decisions based on statistics
How to increase video impressions
If the campaign isn't winning enough auctions for ad display, you can raise the CPM bid (for a manual strategy) or limit your average CPM (for an automatic strategy). Check the user profile: your ad may be too narrowly targeted.
How to compare videos
You can compare videos by the number of full views: this shows user interest in the video. Add the Ad/banner № cross section and the Video played to 100% column, then compare the metrics for each video.
How to improve advertising materials
See how effectively the video engages the audience. The quartile view statistics shows user interest in certains parts of the video. For example, if the majority of users have watched a quarter of the video but the main message is in the middle, try to adjust your story. If a video is interesting and engaging from the start, users are more likely to watch it to the end.
Information about the video audience
如果您在 Yandex Audience 中使用了Gather audience by completion rate设置，则可以查看详细统计信息。 以下数据适用于每一个用户细分：
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按性别、年龄和设备类型统计用户细分覆盖率和用户分布。
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在线兴趣和用户类别（家庭主妇、学生、家长等）。
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该细分市场中访问过您的网站或在网站上完成 Yandex Metrica 目标的用户百分比。
欲知更多信息，请参见 Yandex Audience 帮助。
有问题吗？
注意
我们的客服部门只能就您提供的账户名里的广告系列提供咨询。 您可以通过在另一个浏览器标签页中打开 ya.ru 来查看您的用户名。 我们的团队只有在处理您的请求时才能访问您的数据。