What does 'Thruplay' measure in ad performance?

Thruplay specifically measures the cost per two-second continuous video views, which is a critical metric for advertisers who want to understand how effectively their video content is engaging viewers. This measurement is particularly valuable because it accounts for viewers who are genuinely interested in the content, demonstrating how many people watched at least two consecutive seconds of the video.

This metric allows advertisers to assess the performance of their video ads in terms of actual audience engagement, rather than simply relying on impressions or clicks, which may not accurately reflect viewer interest. By focusing on continuous view time, Thruplay provides deeper insights into how well video advertisements capture and hold the attention of their audiences.

Understanding this metric is essential for digital advertisers, as it can guide strategic decisions in content creation and optimization for future campaigns. This focus on audience interaction with video content helps inform overall media buying strategies and performance evaluations.