What is View Through Rate ?
View Through Rate (or VTR) is an advertising metric describing the number of times an ad has been viewed completely. It’s usually used for video advertisements, in which View Through Rate signifies the number of viewers who’ve watched the video ad through to completion out of all the people who’ve been served with the ad. It uses video completion rates to determine the number of times a video has played to the end.
Even though View Through Rate is native to video advertising, it can also be used for standard ads which contain animations. An ad can be considered viewed through if the users didn’t skip or close it, or close the browser before the ad played out.
View Through Rate as a metric can also be significant for tracking the viewer’s post-exposure behavior, as opposed to their immediate post-ad response. This can be done through ad tracking and integration with the cookies placed on ad and conversion pages.
As a metric purely tracking the number of times a video ad has been viewed through to completion, it can be paradoxical if the ad’s goal is to have the viewer click on it. In this case, advertisers are at a more significant benefit than publishers, so it’s important to know what is a good Click-Through Rate is.
The formula for View Through Rate is:
View Through Rate = Complete views (user did not skip) / Impressions (ad rendered)
« Back to Programmatic Glossary Index
Food Targeting Categories
Since 2008, Gourmet Ads has been the global leader in food-focused advertising, specializing in Contextual Targeting. Discover a wide range of Food Targeting Categories for your next advertising campaign or programmatic deals, including Alcohol, Beverage, Cuisine, Diet, Ingredient, Kitchen Appliances, Non-Endemic, Publisher, and Recipe Targeting. We ensure your brand resonates with an engaged, culinary-inclined audience, transforming advertising campaigns into deliciously successful endeavors. Experience Gourmet Ads—where your message meets the appetite of your desired market.
Let’s Get Started !
Let the Gourmet Ads team walk you through all the options available to ensure that your Food, Supermarket, Beverage or Kitchen advertising campaign has the best possible combination of Premium Guaranteed Inventory, Scale, First Party Data, Contextual Targeting and Programmatic Advertising elements.
