Cost Per ThruPlay
Cost Per ThruPlay measures the average cost to achieve a ThruPlay, which is either a complete video view for content under 15 seconds or a 15-second watch for longer videos. This metric helps evaluate the efficiency of video ad spending in delivering complete messages to viewers.
Definition
Cost Per ThruPlay measures the average cost to achieve a ThruPlay, which is either a complete video view for content under 15 seconds or a 15-second watch for longer videos. This metric helps evaluate the efficiency of video ad spending in delivering complete messages to viewers.
Examples
$0.02 cost per ThruPlay indicating efficient video delivery
Campaign achieving $0.05 cost per ThruPlay vs $0.08 benchmark
Optimization reducing cost per ThruPlay from $0.10 to $0.06
Calculation
How to Calculate
Divide total advertising spend by number of ThruPlays achieved. Provides cost efficiency metric for delivering complete video messages.
Formula
Total Ad Spend / Total ThruPlaysUnit of Measurement
$
Operation Type
divide
Formula Variables
Comparison
Related Metrics
ThruPlay Rate
ThruPlay Rate measures the percentage of video ad impressions where users watch either the entire video (for videos under 15 seconds) or at least 15 seconds (for longer videos). This metric helps evaluate content's ability to maintain viewer attention and deliver complete messages, particularly important for platforms like Meta and TikTok.
