AdParlor Academy Paid Digital Glossary

Plain language explainers to help you keep up with the evolving digital landscape.

View Through Rate (VTR)

What is VTR?

VTR stands for "View Through Rate." It measures the percentage of viewers (impressions) who watched at least :02s or :03s, depending on the platform, of a video ad. VTR is particularly relevant in video advertising campaigns, indicating the effectiveness of engaging viewers to watch the beginning of an ad.

How to measure VTR?

VTR is calculated by dividing the number of :02s or :03s video views by the total number of video impressions and multiplying by 100 to get a percentage.

VTR = (:02s or :03s Video Views) / (Total Video Impressions) * 100

Example: If a video ad receives 5,000 initial views out of 10,000 impressions, the VTR would be 50%.

Why is VTR important to marketers?

VTR helps marketers gauge the effectiveness of their video content in retaining viewer attention and delivering their message. A high VTR indicates strong engagement with the ad, while a low VTR may signal the need for adjustments to the video content or targeting strategy. A high VTR with a low VCR indicates your creative isn’t retaining engagement.

Who needs to know what VTR 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 VTR in a sentence:

The advertising team analyzed the VTR of their latest video campaign to assess if any information after the :03s mark was being viewed.