What is VCR?

VCR stands for "Video Completion Rate." It measures the percentage of viewers who watched a video advertisement to completion. VCR provides insights into the effectiveness of video content and its ability to retain audience attention.

How to measure VCR?

VCR is calculated by dividing the number of completed video views by the total number of impressions and multiplying by 100 to get a percentage.

VCR = (Completed Video Views) / (Total Video Impressions) * 100

Example: If a video ad receives 2,000 completed views out of 30,000 impressions, the VCR would be approximately 6.6%.

Why is VCR important to marketers?

VCR helps marketers understand how engaging their video content is and whether it successfully retains viewers' attention until the end of the ad. A high VCR indicates effective storytelling and compelling content, while a low VCR may indicate the need for improvements. Pull quartile view rates (25%, 50%, 75%) to better understand where your viewers are dropping off. 

Who needs to know what VCR is:

• Digital marketers
• Content marketers
• Email marketers
• Paid search marketers
• Social media marketers
• Conversion rate optimizers
• Web designers
• Product managers
• eCommerce businesses
• SaaS companies
• B2B companies
• B2C / D2C companies

Use VCR in a sentence:

The marketing team celebrated the high VCR of their latest video ad, attributing its success to the captivating storyline and engaging visuals throughout.