View-through refers to the measurement of an advertisement’s impact based on whether a user has seen the ad, even if they did not click on it. It is a metric used in online advertising to gauge the effectiveness of display and video ads in creating brand awareness and recall.
Significance and Usage View-through
View-through is an essential metric for advertisers to assess the success of their online ad campaigns. It helps advertisers understand if their ads are reaching the intended audience and generating brand impressions. By measuring view-through rates, advertisers can determine the effectiveness of their creative elements, ad placements, and targeting strategies.
Example for View-through
For instance, suppose an online retailer runs a display ad campaign for a new product. If a user sees the ad but does not click on it, the retailer can track this as a view-through, indicating that the user was exposed to the ad. This information helps the retailer evaluate the campaign’s reach and impact beyond click-through rates alone.