What is CPV (Cost Per View)?
Cost Per View, often referred to as CPV, is a pricing model, wherein app marketers pay publishers every time their video ads are viewed by users. This pricing model is commonly used in mobile user acquisition and brand awareness campaigns.
While it may seem obvious, it’s worth noting: the CPV pricing model is only available to app marketers running video ads, such as rewarded video and interstitial video ads.
Also of note, every publisher defines a view in its own way. Google, for example, defines a view as 30 seconds or the duration of a video, whichever is shorter. Twitter, on the other hand, defines a view as 2 seconds of playtime, as long as 50% of the video is on screen.
Why such variance? Because users interact with different platforms in different ways. Keep this in mind when developing your own video ads and tracking CPV metrics.
How to Calculate CPV
Speaking of metrics, how do you calculate CPV for your company’s ad campaigns? It’s pretty simple: divide the total cost of your CPV ad by the number of views it generates…
Cost Per View Formula
CPV = Total Advertising Cost / Total Views Generated
For example, if you spend $1,000 on a CPV campaign and generate 300 views, your CPV would be $3.33 — slightly better than the current average for video views.