Blog Series: The Status of View-Through Attribution (Part 1)
In a programmatic world, marketers need to give every ad impression a very specific value. And that, together with the tremendous growth of in-app video advertising, made View-Through Attribution (VTA) a good mechanism for performance marketers to have a better understanding of which impressions influenced app installs and in-app conversions.
The main logic is that VTA gives advertisers more visibility over the different avenues where valuable users come from and the changes in user behavior, regardless of whether those users clicked on an ad or not. Without VTA, advertisers were potentially blacklisting “good” channels / placements (placements that generated conversions) because they had no attributed clicks, making good publishers or variables seem worse than they really were.
At Chartboost, we’ve accompanied thousands of advertisers in their journey towards embracing View Through attribution as a complementary method to the traditional Click-Through, but wanted to gather the opinion of the leading attribution platforms to understand their perspective on the status of VTA.
1. What percentage of the video ad spend that you see, would you say is VTA enabled?
Singular: We prefer not to provide this datapoint.
2. What is the typical VTA window? What’s your perspective on it?
Singular: Typical VTA window varies per advertiser and vertical but generally is 24 hours at most. Some of our advertisers have even asked to reduce the window to timeframes shorter than a day. This is a much shorter window than the typical attribution window used for click-throughs. Why? Because with view-through attribution, you don’t focus on the clicks; instead, you measure how many people viewed the ad and then later installed the app. If you use longer than 24 hours VTA windows, it may cannibalize your organic installs.
3. What are some of the benefits that advertisers have seen when enabling VTA (please share real numbers if possible)?
Singular: The more data that a marketer has access to, the better they can analyze and optimize their unique customer journey.
VTA is providing advertisers with a better understanding of which impressions influenced app installs, re-engagement, and in-app conversions.
Advertisers shouldn’t have to pick between click-through attribution and view-through attribution, because ideally, they’d employ both to gain a more complete view of their advertising performance.
4. What are the main reasons why some advertisers are still skeptical?
- Definition of Viewability: Unsure of what views represent because ad networks may not define a view in the same way (ex: 100% completed? 50%?)
- Unsupported Across Stack: Not all partners / sources support view-through campaigns and they want to have the ability to reconcile across channels
- Quality of a View: Concept of VTA and how it correlates to high engaged / retained users, especially given rewarded video placements, is questionable.
- They prefer Click-through: Most advertisers still believe that it’s easier and more impactful to optimize for click-throughs since clicks show more intent and are more deterministic, and some may think that they need to pick one or the other instead of running them in conjunction.
5. As an industry, how can we generate more trust in this attribution system?
- If all ad networks and media sources abide by a standard definition of viewability, marketers would be able to analyze performance across networks in an apples-to-apples fashion.
- Provide more metrics to dictate quality interaction (ex: % video viewed).
Over the next few weeks, we will feature more interviews with leading mobile attribution platforms as well as a blog post on the topic from Chartboost’s Chief Strategy Officer Pepe Agell.