What metric should a brand use to evaluate the success of a 15-second video campaign aimed at maximizing completed views?

In a campaign designed specifically to maximize completed views of a 15-second video, the most relevant metric to evaluate its success is Thruplays. This metric counts the number of times the video was played to completion, indicating that viewers are watching the entire duration of the video rather than just clicking on it or watching for a few seconds.

Using Thruplays as a key performance indicator demonstrates a focus on viewer engagement and retention, which aligns with the campaign's objective of ensuring that the entire content is consumed. By emphasizing the completion of the video, brands can assess how effectively their content engages the audience and delivers their message within a brief timeframe.

While other metrics like Video Views, Click-Through Rate, and Engagement Rate provide insights into various aspects of the campaign, they do not specifically measure the successful completion of the video in the way Thruplays does. For instance, Video Views counts any instance the video starts, but it doesn't differentiate between full and partial views, making it less effective for this specific objective.