What is Engaged View Conversion (EVC)?
Engaged View Conversion (EVC) is a video-specific metric introduced by Google to measure the effectiveness of video ads on YouTube and the Google Display Network (GDN). An EVC occurs when a user watches at least 10 seconds of a skippable in-stream ad (or the entire ad if it's shorter than 10 seconds) and then converts within a specified time window.
This metric is designed to capture the unique behavior of video viewers, who often don't take immediate action after watching an ad but may convert later in their viewing session or within a few days.
The Importance of Engaged View Conversion (EVC) in Digital Marketing
Engaged View Conversions offer several benefits to marketers:
- More Accurate Performance Measurement: EVC provides a more robust way to measure the performance of direct response video ads, going beyond traditional click-based metrics.
- Better Understanding of User Engagement and Experience: By tracking engaged views, marketers can gain deeper insights into how users interact with their video content.
- Improved Attribution: EVC helps marketers better understand the value of their ads and their impact on the customer's path to purchase.
- Adaptation to Evolving User Behavior: As viewing habits and devices change, EVC allows marketers to keep pace with new experiences and measure their effectiveness.
Engaged View Conversion (EVC) in Practice
To illustrate the concept of Engaged View Conversion, let's consider a few examples:
- App Install Campaign: A mobile game developer runs a video ad campaign on YouTube. A user watches 15 seconds of a 30-second skippable ad, then installs the game two days later. This would count as an Engaged View Conversion.
- E-commerce Promotion: An online retailer promotes a sale through video ads on the Google Display Network. A viewer watches a full 8-second video ad and makes a purchase on the website the following day, resulting in an EVC.
- B2B Lead Generation: A software company uses video ads to generate leads. A potential client watches 12 seconds of a 20-second ad and fills out a contact form on the company's website within the attribution window, counting as an EVC.
Implementing Engaged View Conversion (EVC) in Your Marketing Strategy
To make the most of Engaged View Conversions, consider the following tips:
- Optimize Video Content: Create compelling video ads that encourage viewers to watch for at least 10 seconds.
- Set Appropriate Attribution Windows: Adjust the conversion window based on your campaign type and goals. For example, web conversions typically have a 3-day window, while app installs have a 2-day window.
- Analyze EVC Data: Use the insights gained from EVC metrics to refine your video ad strategy and improve overall campaign performance.
- Compare with Other Metrics: While EVCs are valuable, they should be considered alongside other metrics like click-through conversions for a comprehensive view of campaign performance.
Engaged View Conversion represents a significant step forward in measuring the effectiveness of video advertising. By providing a more nuanced understanding of how users interact with video ads, EVC enables marketers to make data-driven decisions and optimize their campaigns for better results.
As video continues to dominate the digital landscape, metrics like EVC will play an increasingly important role in shaping successful marketing strategies. By embracing this new metric and incorporating it into their analytical toolkit, marketers can gain a competitive edge and drive more meaningful results from their video advertising efforts.
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