Video Performance
Metrics that matter, benchmarks by platform, and how to diagnose underperforming video.
Brand Lift Studies for Video Ads: How to Use Them
Brand lift studies capture what standard metrics miss: your ad's effect on awareness, consideration, and preference. How they work and when to run them.
Jun 23, 2026Conversion Rate Optimization for Video Ads
Conversion rate optimization for video ads starts after the click. What happens post-click determines whether your ad spend generates revenue.
Jun 23, 2026Cross-Platform Video Measurement, Explained
Each platform reports video metrics differently. Cross-platform video measurement requires comparing Meta, TikTok, YouTube, and LinkedIn.
Jun 23, 2026Diagnosing Underperforming Video Ads: A Method
Diagnosing underperforming video ads starts with structure: identify the real problem before you kill the ad or tweak it at random.
Jun 23, 2026Explaining Video Ad ROI to Non-Marketers
How to translate video advertising metrics into the language of business outcomes, revenue, profit, and growth, for CFOs, CEOs, and boards.
Jun 23, 2026Post-Purchase Video: Keep Customers Engaged
Video isn't just for acquisition. How to use video in post-purchase flows to reduce churn, increase lifetime value, and turn customers into advocates.
Jun 23, 2026The Role of Sound Design in Video Ad Performance
Sound design is the most underinvested lever in video ad performance. What research says about music, voice, and audio cues for attention and emotion.
Jun 23, 2026Video Ad Reporting: What a Dashboard Should Show
Most marketing dashboards show metrics that are available, not useful. Learn what a video ad reporting dashboard should track to drive decisions.
Jun 23, 2026Video Attribution: First-Click vs. Last-Click
First-click video attribution overvalues awareness; last-click overvalues conversion. Both misrepresent video ads; learn fairer ways to measure impact.
Jun 23, 2026Video CTR Benchmarks by Platform: 2025 Edition
Click-through rate benchmarks for video ads across Meta, TikTok, YouTube, and LinkedIn, with the caveats that make them useful instead of misleading.
Jun 23, 2026Video Performance Baselines: How to Set Them
Industry benchmarks are averages. Your own historical data is a better baseline for setting video performance baselines you can measure against.
Jun 23, 2026View-Through Rate vs. Click-Through: Which Matters
VTR and CTR measure different things, and optimizing for the wrong one at the wrong time wastes budget. How to think about both in context.
Jun 23, 2026What Makes a Video Ad Good: Beyond Gut Feeling
Most people judge video ads by whether they like them. Data suggests that's a poor predictor of ad performance. A framework for judging creative.
Jun 23, 2026YouTube Ads vs. Social Video Ads: Key Differences
YouTube viewers are in lean-back mode; social viewers are in lean-forward mode. The same video ad can fail on one platform and succeed on the other.
Jun 23, 2026Reading Retention Curves: Decoding the Drops
Your video's retention curve is a diagnostic tool: each drop pattern points to a specific problem. Learn to read what your audience tells you.
Jun 22, 2026Video Performance Benchmarks That Actually Matter
Stop comparing video metrics to generic benchmarks. Learn which platform benchmarks matter and how to set useful baselines for your situation.
Jun 22, 2026