Video metrics

Overview

This article describes all video metrics available in the Big Data Report. The available metrics (events/interactions) fall into 3 groups:

  • VAST events (as specified in the VAST standard)
  • Smart AdServer visibility events
  • Miscellaneous events

Click here to learn more on how to create a Big Data Report for video ads.

VAST events

Metric Description
Start Indicates loading and playback start of a creative within the ad (similar to creativeView)
25% Creative played for at least 25% of its total duration
50% Creative played for at least 50% of its total duration
75% Creative played for at least 75% of its total duration
100% Creative played until its end at normal speed
Skip
User activated the skip control to skip the creative (no to be confused with the close button)
Pause
User activated the pause control (creative playback stopped)
Resume
User activated the resume control after the creative has been paused or stopped
Rewind User activated the rewind control to access a previous point in the creative timeline
Fullscreen
User activated the fullscreen control (video player extended to the edges of the screen)
Exit Fullscreen
User activated the control to exit fullscreen mode (video player reduced back to its original size)
Expand User activated the control to expand the creative
Collapse User activated the control to reduce the creative to its original dimensions
Mute
User activated the mute control (creative muted)
Unmute
User activated the unmute control (creative unmuted)
Creative View A video ad may be composed of multiple creatives or creatives which play on specific platforms only. This event reports which creative was viewed; from this metric, you can also conclude which platforms are more common.
Not to be confused with an impression. An impression means that the first frame of the ad was displayed.
Close Linear User clicked on the close button of the linear creative
Progress The creative played for a duration at normal speed that is equal to or greater than the value provided in an additional attribute for offset. Offset values can be time in the format HH:MM:SS or HH:MM:SS.mmm or a percentage value in the format n%.
Accept Invitation Linear User activated a control that launched an additional portion of the linear creative


Note
Video formats also support tracking pixels from a VAST file (if included in the xml), which are logged simultaneously.

Smart AdServer events

The visibility-related events are fired at the same time as the according VAST events. The results represent the average percentage of the player's surface.

Metric Description
Visibility Legacy metric. Use the Viewability metric under Interactions > Standard events instead
Visibility 1s Percentage of the player’s surface visible when the ad starts; triggered simultaneously with the VAST event "start"
Visibility 0-25% Percentage of the surface visible during first quartile
Visibility 25-50% Percentage of the surface visible during second quartile
Visibility 50-75% Percentage of the surface visible during third quartile
Visibility 75-100% Percentage of the surface visible during the fourth quartile
Time to click Time until the user clicked on the ad
Wrapper This metric is triggered when the video controller performs the first level of redirection of a wrapper tag (first level only, not the potential subsequent wrapper redirections). The Wrapper metric is a Smart AdServer custom metric and works only when plugin or embedded ad manager is used. Read more about the Wrapper metric below.

About the Wrapper metric

The VAST standard specifies that the counting is only triggered client-side when the ad is actually displayed. When a wrapper tag does not return any ad in the end, there is no counting at all.

The Wrapper metric (with its underlying feature) is a workaround to this issue.

Use case 

  • a publisher has a deal with a third party backfiller
  • the publisher only wants to send a specific volume (inventory) to the backfiller (to avoid being dependent on the actual fill rate of that partner)

 

To implement this use case:

  • the publisher sets up an insertion in the Smart AdServer UI with a goal based on the number of wrappers (instead of an impression goal)
  • this insertion stops delivery when that volume of wrapper redirections to the partner is achieved

As a result, the delivery (stopping the campaign) does not depend on the number of impressions delivered by the partner in his responses.

Additionally, with impression and wrapper metrics for that insertion, the publisher is able to calculate the partner's fill rate.

Event logging in video outstream script templates

In case of video outstream script templates, logging behavior depends on the script template in use. This table illustrates how logging works for each video outstream script template.

Format name (script template) Description
Smart Video-Read Player and data logging start when player is visible more than 75%; "viewerror" event is logged in case of problems with VAST parsing (error or empty response)
Smart Video-Flow Player and data logging data start when user clicks on the specific link (or any link) on the page. Smart AdServer visibility events always have value 100 since 100% of player is visible
Smart Video-Screening Player and data logging start immediately. Smart AdServer visibility events always have value 100; "fullscreen" event is logged when user goes to the fullscreen mode
Smart Video-Fold Small player does not log interaction data. Data logging starts when user hovers over bar ad and goes to the fullscreen mode.
Smart Video-Background Small player does not log interaction data. Data logging starts when user hovers over player and goes to the fullscreen mode.
Smart Video-Interstitial Player and data logging start immediately
Smart Video-Inline Player and data logging start when ad placement is visible for the user. This script template also logs "expand" and "collapse" events
Smart Video-Banner Small player does not log interaction data. Data logging starts when user hovers over bar ad and goes to the fullscreen mode.
Smart Video-Floor-Ad Player and data logging start immediately. This script template also logs "expand" and "collapse" events
Smart Video-Read for Mobile Player and data logging start when player is visible more than 75%.

Miscellaneous

Metric Description
acceptinvitation User activated a control that launched an additional portion of the non-linear creative
close The user clicked the close button on the non-linear creative. 
vnoad Wrappers which ended up in noad (empty ad response);
counted client side - only when using the Smart AdServer video controller;
occurs when a chain of one or multiple wrappers ends up in noad (the last inline VAST of the chain contains no campaign)
inventory Potential video instream inventory: number of video calls, counted server-side;
the logged "inventory“ events depend on the value of the pod size (ps=3) parameter.
Example: video call with ps=3 leads to +3 inventory.
This logging takes place upon reception of the ad call (before the selection process of insertions). Thus, this metric cannot be combined with dimensions (report columns) which are related to insertions (advertiser, campaign, insertion, creative…)
click Number of clicks
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