Video Marketing KPIs.
In the US, EMARKETER forecasts that video ad spending will reach $193.08 billion in 2027, accounting for approximately 71% of display ad spending and 41% of total digital ad spending. Digital video advertising continues to expand, supported by the proliferation of streaming services and premium video platforms. Connected TV (CTV) ad spending is projected to reach $42.61 billion in 2027, growing 13.6% year over year and reinforcing its increasingly important role in the evolving digital video advertising ecosystem. Key performance indicators are needed to help advertisers navigate the ever-changing TV landscape which has evolved to include all aspects of digital from programmatic advertising to viewing in mobile apps.
Why These KPIs Matter
The video advertising mix is changing with digital elements increasingly making their way into the converged TV viewing reality. The rising prominence of CTV and premium video streaming continue to be a catalysts of growth and accelerate shifts in viewing and the availability of advanced and interactive ad formats, making the need for optimization even more critical.
List of Available Video Marketing KPIs
| Metric | KPI Source | Data slices | Cadence | Geography |
|---|---|---|---|---|
| Video ad CPM | BIScience | By industry and country | Quarterly | Argentina, Australia, Belgium, Brazil, Canada, Denmark, Finland, France, Germany, Hong Kong, India, Italy, Japan, Mexico, Netherlands, New Zealand, Norway, Philippines, Puerto Rico, Russian Federation, Saudi Arabia, Singapore, South Africa, Spain, Sweden, Switzerland, Taiwan, United Kingdom, United States, Vietnam |
| Video ad impressions | BIScience | By industry and country | Quarterly | Argentina, Australia, Belgium, Brazil, Canada, Denmark, Finland, France, Germany, Hong Kong, India, Italy, Japan, Mexico, Netherlands, New Zealand, Norway, Philippines, Puerto Rico, Russian Federation, Saudi Arabia, Singapore, South Africa, Spain, Sweden, Switzerland, Taiwan, United Kingdom, United States, Vietnam |
| Video ad spend | BIScience | By industry and country | Quarterly | Argentina, Australia, Belgium, Brazil, Canada, Denmark, Finland, France, Germany, Hong Kong, India, Italy, Japan, Mexico, Netherlands, New Zealand, Norway, Philippines, Puerto Rico, Russian Federation, Saudi Arabia, Singapore, South Africa, Spain, Sweden, Switzerland, Taiwan, United Kingdom, United States, Vietnam |
| CTV average earned time | BrightLine | Overall | Quarterly | US |
| CTV average engagement per impression | BrightLine | Overall, by industry, by QR code inclusion, and by ad type | Quarterly | US |
| CTV average selection rate | BrightLine | Overall | Quarterly | US |
| CTV QR code scan rate | BrightLine | Overall | Quarterly | US |
| YouTube average monthly subscriber growth rate | Dash Social | By account size and industry | Quarterly | Worldwide |
| YouTube long-form (on-demand) average number of monthly posts | Dash Social | By account size and industry | Quarterly | Worldwide |
| YouTube long-form (on-demand) average number of weekly posts | Dash Social | By account size and industry | Quarterly | Worldwide |
| YouTube long-form (on-demand) average percentage viewed | Dash Social | By account size and industry | Quarterly | Worldwide |
| YouTube long-form (on-demand) average video views per post | Dash Social | By account size and industry | Quarterly | Worldwide |
| YouTube shorts average number of monthly posts | Dash Social | By account size and industry | Quarterly | Worldwide |
| YouTube shorts average number of weekly posts | Dash Social | By account size and industry | Quarterly | Worldwide |
| YouTube shorts average percentage viewed | Dash Social | By account size and industry | Quarterly | Worldwide |
| YouTube shorts average video views per post | Dash Social | By account size and industry | Quarterly | Worldwide |
| Ad supported video on demand (AVOD) ad load | EMARKETER | By platform | Quarterly | US |
| Ad supported video on demand (AVOD) CPM | EMARKETER | Forecast | Quarterly | US |
| Ad supported video on demand (AVOD) CPM growth | EMARKETER | Forecast | Quarterly | US |
| YouTube CPM | EMARKETER | Forecast | Quarterly | US |
| Ad supported video on demand (AVOD) impressions | EMARKETER | Forecast | Quarterly | US |
| Ad supported video on demand (AVOD) impressions growth | EMARKETER | Forecast | Quarterly | US |
| Ad supported video on demand (AVOD) ad load | EMARKETER | Forecast | Quarterly | US |
| YouTube impressions | EMARKETER | Forecast | Quarterly | US |
| Video ad view composition | FreeWheel | By device, and by vertical | Semiannual | US, Europe |
| Video ad view growth | FreeWheel | Overall | Semiannual | US, Europe |
| Video ad views | FreeWheel | By transaction type | Semiannual | US, Europe |
| Video audience share of targeted campaigns | FreeWheel | Overall | Semiannual | US, Europe |
| Video audience-targeted campaign growth | FreeWheel | Overall | Semiannual | US |
| Video content composition | FreeWheel | By format | Semiannual | US, Europe |
| Programmatic video ad view composition | FreeWheel | By country and device | Semiannual | US, Europe |
| Programmatic video ad view growth | FreeWheel | Overall | Semiannual | US, Europe |
| Video share of ad views | FreeWheel | By distribution platform | Semiannual | US |
| Video completion rate (VCR) | Innovid | By video ad duration and device | Annual | Worldwide |
| Video impression share | Innovid | By device | Annual | Worldwide |
| YouTube paid conversion rate | Pixability | By industry | Quarterly | Worldwide |
| YouTube paid CTR | Pixability | By industry | Quarterly | Worldwide |
| YouTube paid view rate | Pixability | By industry | Quarterly | Worldwide |
| YouTube organic engagement rate | Pixability | By video length and country, by video type and country, and by video length and video type | Quarterly | Worldwide, Argentina, Australia, Brazil, Canada, France, Great Britain, India, Indonesia, Japan, Mexico, Saudi Arabia, Spain, US |
| YouTube organic favorability | Pixability | By video length and country, by video type and country, and by video length and video type | Quarterly | Worldwide, Argentina, Australia, Brazil, Canada, France, Great Britain, India, Indonesia, Japan, Mexico, Saudi Arabia, Spain, US |
| YouTube organic share of video comments | Pixability | By video length and country, by video type and country, and by video length and video type | Quarterly | Worldwide, Argentina, Australia, Brazil, Canada, France, Great Britain, India, Indonesia, Japan, Mexico, Saudi Arabia, Spain, US |
| YouTube organic share of video dislikes | Pixability | By video length and country, by video type and country, and by video length and video type | Quarterly | Worldwide, Argentina, Australia, Brazil, Canada, France, Great Britain, India, Indonesia, Japan, Mexico, Saudi Arabia, Spain, US |
| YouTube organic share of video engagements | Pixability | By video length and country, by video type and country, and by video length and video type | Quarterly | Worldwide, Argentina, Australia, Brazil, Canada, France, Great Britain, India, Indonesia, Japan, Mexico, Saudi Arabia, Spain, US |
| YouTube organic share of video likes | Pixability | By video length and country, by video type and country, and by video length and video type | Quarterly | Worldwide, Argentina, Australia, Brazil, Canada, France, Great Britain, India, Indonesia, Japan, Mexico, Saudi Arabia, Spain, US |
| YouTube organic share of video views | Pixability | By video length and country, by video type and country, and by video length and video type | Quarterly | Worldwide, Argentina, Australia, Brazil, Canada, France, Great Britain, India, Indonesia, Japan, Mexico, Saudi Arabia, Spain, US |
| TV ad frequency | Samba TV | By vertical and age, and by vertical and household income | Quarterly | US |
| TV ad impressions | Samba TV | By vertical and age, and by vertical and household income | Quarterly | US |
| TV ad reach | Samba TV | By vertical and age, and by vertical and household income | Quarterly | US |
| Attention metric (AU) | Adelaide | By channel and platform | Quarterly | Worldwide |
| Display ad CPM | BIScience | By industry and country | Quarterly | Argentina, Australia, Belgium, Brazil, Canada, Denmark, Finland, France, Germany, Hong Kong, India, Italy, Japan, Mexico, Netherlands, New Zealand, Norway, Philippines, Puerto Rico, Russian Federation, Saudi Arabia, Singapore, South Africa, Spain, Sweden, Switzerland, Taiwan, United Kingdom, United States, Vietnam |
| Display ad impressions | BIScience | By industry and country | Quarterly | Argentina, Australia, Belgium, Brazil, Canada, Denmark, Finland, France, Germany, Hong Kong, India, Italy, Japan, Mexico, Netherlands, New Zealand, Norway, Philippines, Puerto Rico, Russian Federation, Saudi Arabia, Singapore, South Africa, Spain, Sweden, Switzerland, Taiwan, United Kingdom, United States, Vietnam |
| Display ad spend | BIScience | By industry and country | Quarterly | Argentina, Australia, Belgium, Brazil, Canada, Denmark, Finland, France, Germany, Hong Kong, India, Italy, Japan, Mexico, Netherlands, New Zealand, Norway, Philippines, Puerto Rico, Russian Federation, Saudi Arabia, Singapore, South Africa, Spain, Sweden, Switzerland, Taiwan, United Kingdom, United States, Vietnam |
| Mobile ad CPM | BIScience | By industry and country | Quarterly | Argentina, Australia, Belgium, Brazil, Canada, Denmark, Finland, France, Germany, Hong Kong, India, Italy, Japan, Mexico, Netherlands, New Zealand, Norway, Philippines, Puerto Rico, Russian Federation, Saudi Arabia, Singapore, South Africa, Spain, Sweden, Switzerland, Taiwan, United Kingdom, United States, Vietnam |
| Mobile ad impressions | BIScience | By industry and country | Quarterly | Argentina, Australia, Belgium, Brazil, Canada, Denmark, Finland, France, Germany, Hong Kong, India, Italy, Japan, Mexico, Netherlands, New Zealand, Norway, Philippines, Puerto Rico, Russian Federation, Saudi Arabia, Singapore, South Africa, Spain, Sweden, Switzerland, Taiwan, United Kingdom, United States, Vietnam |
| Mobile ad spend | BIScience | By industry and country | Quarterly | Argentina, Australia, Belgium, Brazil, Canada, Denmark, Finland, France, Germany, Hong Kong, India, Italy, Japan, Mexico, Netherlands, New Zealand, Norway, Philippines, Puerto Rico, Russian Federation, Saudi Arabia, Singapore, South Africa, Spain, Sweden, Switzerland, Taiwan, United Kingdom, United States, Vietnam |
| Average CTV ad CPM | Qortex | By genre | Quarterly | US |
| Paid video ad impressions | Qortex | By device and by industry | Quarterly | US |
| Paid video completion rate (VCR) | Qortex | By device, and by industry | Quarterly | US |
| Average video ad CPM | Qortex | By device and by industry | Quarterly | US |
| Linear TV ad cost per impression (CPM) | EMARKETER | By transmission delivery | Quarterly | US |
| Linear TV ad cost per impression (CPM) growth | EMARKETER | By transmission delivery | Quarterly | US |
| Linear TV ad load | EMARKETER | By transmission delivery | Quarterly | US |
| Programmatic ad cost per impression (CPM) | EMARKETER | Video channel | Quarterly | US |
| Programmatic ad cost per impression (CPM) growth | EMARKETER | Video channel | Quarterly | US |
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