Glossary
VTR
The percentage of a video ad watched to completion, calculated as completed views divided by impressions served.
Definition
View-Through Rate. The percentage of video ad impressions watched to completion, or to a platform-defined completion threshold, calculated as completed views divided by video impressions served. Distinct from CTR (click-through rate, whether someone clicked) and CPV (cost per view, what a view costs), VTR measures how much of the video people actually watched.
Related benchmarks
APAC benchmarks for this metric are broken out by market and channel.
See VTR benchmarks →Practitioner notes
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