A lot of video companies will only tell you how many times, or what percentage, people watched your video ad to completion. But when audiences choose to watch ads as content, this completion metric is less relevant – even the most engaging video content in the world drops off towards the end.
A better metric is video engagement, which shows you exactly how people are watching your video ad second by second. Engagement uncovers the most interesting parts of your ad, where viewers might be dropping off, and how much time viewers spend with your content on average.
Our patented platform enables us to show you what audience engagement with your videos actually look like through an engagement curve. The engagement curve works like this: The video starts on the left side of the graph. As viewers drop off during playback, the curve falls as well. If viewers rewind a particular part of the video, you'll see a bump. Towards the end of the video, you'll see a steep decline in engagement. This happens across all video content. It's a natural phenomenon we call concluding abandonment.