Frequency Reporting Metrics for Video Campaigns: MoreVisibility

Monica Simmons – October 26, 2020

Google not too long ago introduced that new reporting metrics at the moment are out there throughout the Google Advertisements platform to higher report on video campaigns; extra particularly, to report on video advert frequency. Since serving advertisements in extra is usually a waste of promoting {dollars} (in addition to a frustration to potential shoppers / clients), it’s necessary to have the ability to actually perceive what number of customers are seeing advertisements – and the way typically.

1. Frequency Distribution

The primary new metric out there is frequency distribution. Most easily put, frequency distribution breaks down how many individuals noticed your advert a sure variety of instances over a specific date vary of your choice. There are 6 potentialities that every consumer can fall in: 1+, 2+, 3+, 4+, 5+, and 10+ advertisements served. For instance, if a consumer has seen your advert 5 instances, they are going to be included within the 1+, 2+, 3+, 4+ and 5+ columns. Notice that the 1+ column is equal to distinctive attain. Under is an instance of how that is reported throughout the interface:

As well as, you’ll be able to hover over the quantity proven in every of the columns to see extra knowledge in a visible format, which additionally specifies the proportion of customers inside every vary:

With this new strategy to frequency reporting, now you can get a extra in-depth have a look at how every marketing campaign advert is being served, and to who, to assist with each frequency capping in addition to indicating the appropriateness of your target market measurement.

2. Common Impression Frequency per Consumer

The following up to date metric is common impression frequency per consumer. This metric will present how typically a consumer noticed your advert in both a 7-day or 30-day window inside a given time-frame of your choice. You should use this metric whereas your video marketing campaign remains to be lively to see how frequency would possibly change over the size of the flight (evaluating 7 days to 30 days), or as soon as your marketing campaign is full to report on developments all through the size of the marketing campaign. Under is an instance of how that is reported throughout the interface:

Much like the frequency distribution metric, when hovering over the common impression frequency, Google offers extra info in a visible format to point out how the frequency has modified over the given date vary:

Once more, these new metrics will assist to investigate each the necessity for frequency capping in addition to any alternatives to broaden or tighten your focused viewers. To make the most of any of those new metrics, merely replace your columns on the marketing campaign stage to incorporate “frequency distribution”, “avg. impr. freq. / consumer (7 days)” or “avg. impr. freq. / consumer (30 days)”.

To study extra about digital promoting alternatives, please attain out to the specialists at MoreVisibility.