Video Completion Rate (VCR)

Definition

The percentage of people who actually watch your entire video ad instead of skipping it immediately, like measuring how much your creative sucks.

Example Usage

Our video ads have a 45% completion rate, which is actually decent for pre-roll video.

Origin

From video advertising metrics, formalized with platforms like YouTube

Fun Fact

Mobile video ads have lower completion rates than desktop, probably because everyone's impatient on their phones

Source: Video advertising and YouTube marketing metrics

Related Terms

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Pre-Launch Hype

Marketing buzz created before a product actually exists, designed to generate demand and media coverage, often falling flat on launch day.

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Behavioral Targeting

Serving ads based on a user's browsing history, search habits, and online actions rather than demographic data. Creepy? Yes. Effective? Also yes, which is why your ex's gift is following you across the internet.

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drop-off

A sudden decrease in quantity, participation, or performance, or the place where you abandon your kids/packages/passengers for someone else to deal with. In business metrics, it's that terrifying moment when your chart takes a nosedive and you need to explain to your boss why engagement fell off a cliff. Also conveniently describes what happens to New Year's gym memberships by February.

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Funnel Optimization

The obsessive practice of analyzing every step of the customer journey to find where you're hemorrhaging potential buyers, then slightly tweaking button colors.

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Advanced

dynamic creative optimization

Technology that automatically assembles personalized ads from various creative components based on user data, serving different headlines, images, and calls-to-action to different people. Mass customization meets surveillance capitalism in a beautiful, algorithmically-optimized dance.

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Viral Marketing

A marketing strategy that encourages rapid, organic sharing of content so it spreads exponentially. It's the lottery ticket of marketing—everyone dreams of it, few win.

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