Google will track users who watch video ads on YouTube for a longer time, in order to see if they convert even after seeing a promotion.
The search giant announced that it would bring a new way to correlate conversions with video ads. And this would count even those conversions that come after viewers saw the ad.
EVC – the new way to track users who watch video ads
So, by the end of 2020, Google will come with the engaged-view conversions (EVCs).
It will track ”conversions that take place after someone views 10 seconds or more of your skippable ad, but doesn’t click, and then converts within a set amount of days.”
EVC would become a standard of measuring those conversions for TrueView in-stream ads, local campaigns and app campaigns.
Here it’s how it will work. The new system will keep the tabs of the users who viewed the video ads. In order to do this, it will use the IP or device tracking. Then, it will let the advertiser know if users actually went on to make a purchase after seeing the ad.
Thus, advertisers will get more information about their campaigns and the impact of their video ad efforts. But for users, this would mean to track them more.
A more effective approach to show us ads
The new conversion metric for video ads will allow advertisers better plan the most effective approaches. Which means they could target us more, better.
“In fact, over 60 percent of all skips on YouTube direct response in-stream video ads happen before 10 seconds. Therefore, the decision to watch 10 seconds of a skippable ad is a user choice that signals an ‘engaged-view’,” Google mentioned.
This would help advertisers follow users even more, in order to know how many people were influenced in their decision of buying a product. And this is only based on the number of seconds you watched an ad on YouTube.
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