Cost per completed view (CPCV)
What is CPCV?
CPCV stands for Cost Per Completed View. The formula for calculating CPCV is advertising cost / completed video view. This means that advertisers pay each time a video has been viewed through to completion. The CPCV pricing model gives advertisers the best chance to have maximum impact on their audiences and generate the best ROI for their campaign.
In a CPCV model, CPCV advertising is when the advertiser is paying for a view, versus in other campaign pricing models such as a CPI (cost per install) model, where the user must follow the call to action at the end of the video in order for an advertiser to pay.
Rather than paying per ad impression, some of which are only for a few seconds as opposed for the full, completed video, using a CPCV model with your ad network can ensure your ads are having maximum impact on users, as well as giving advertisers a stronger chance at winning the coveted first impression.
Time-based pricing such as Cost-Per-Second (CPS) is a variation of the CPCV model in which advertisers pay a certain amount for every second that gets viewed. This is a good compromise between CPA and CPCV because it finds the middle ground between having to pay for one second or not at all. It’s good for publishers and advertisers alike, but still not as good for advertisers as CPCV because it guarantees that consumers only watch part of the video, not the whole thing.
The Shift Towards CPCV Advertising
If CPCV advertising is advertisers’ preferred pricing model for video ads, why don’t all publishers and ad networks offer it? The answer is simple: many of them can’t. Average video completion rates on mobile are just 64%, meaning that publishers would miss out on 36% of their potential revenue. Some publishers try making videos mandatory and unskippable, but this can affect the user experience.
The reason why ironSource can offer CPCV advertising is because of our rewarded advertising model. Our ad units, such as the offerwall, rewarded video and playables all provide a balanced exchange of value between the advertiser, publisher, and user. Consumers receive rewards (in the form of premium in-app content) in exchange for their time and attention, publishers get paid for creating incredible content, and advertisers only have to pay for quantifiable, opt-in, completed views. It’s a win-win-win situation.
In general, the industry is beginning to favor the CPCV model because it addresses many of the transparency, accountability, and performance issues that affect the market. The change has not come easily, but the rewards for advertisers and publishers are worth it.