What is CPCV ?
CPCV or Cost Per Completed View is a payment model in video advertising. With CPCV, advertisers only pay when a video ad plays through to completion, as opposed to paying when viewers start (and/or skip) the video ad with payment models such as CPV (Cost Per View).
With CPCV campaigns, advertisers and publishers agree on standard performance metrics that have to be met in order to be paid for the video ad. These performance metrics can be watching the video through to a milestone (first 3 or 10 seconds) or completion (the whole video), clicking through or performing another meaningful action. Aside from video viewability, video completion rate is the most important metric to consider when determining campaign success for your video advertising campaign.
The main benefit of CPCV for advertisers is the fact that they can now pay only for ads which have had an impact on viewers, instead of paying for each impression, no matter the performance.
Despite the CPCV model being relatively new, an increasing number of ad networks and monetization platforms are including it in their programmatic advertising offers to attract more advertisers and provide them with more meaningful impressions.
CPCV can be calculated by diving the cost by completed views. The formula is:
CPCV = Cost / Completed views