Optimizing Video Campaign Performance

This guide covers how to optimize video campaigns in Choozle, focusing on targeting, creative, pacing, and completion rate to maximize engagement and performance.

GUIDE:

• Getting Started
• Optimizing on VCR

Getting Started

Begin by reviewing your campaign against core parameters: goal (awareness, engagement, conversion), audience, inventory type (CTV, in‑stream, out‑stream), creative format and length. Video requires extra attention to how the ad is delivered and consumed - it is less click‑driven and more attention‑driven.
Launch only after your creative, tracking (e.g., conversion URL, platform tags), and reporting set‑ups are confirmed.

Optimizing on Video Completion Rate (VCR)

In Choozle's Detailed Reporting, navigate to Creative Performance. Look for under‑performing video creatives—such as those with lower impressions or higher cost per completed view (CPCV)—and reallocate budget toward variants that deliver stronger engagement.

Additional Tips for VCR Improvement

• Keep videos concise - research suggests shorter campaigns (30‑60 seconds) yield higher completions.
• Hook the viewer in the first 5‑10 seconds - drop‑off often happens early. 
• Match format to context: for out‑stream or sound‑off environments, ensure captions/graphics carry the message without audio.
• Continuously A/B test creative length, opening scene, call‑to‑action placement, and message style.

Creative Strategy & Inventory Considerations

Since video often delivers in environments where clicks aren’t the main outcome, think about attention, message completeness and brand recall.

• Choose the right format for your goal: e.g., CTV/in‑stream for high‑attention awareness; out‑stream or mobile in‑feed for broad reach or incremental exposure.

• Manage supply quality: ensure sound, viewability, brand safety and ad‑load conditions are optimal.

• Use frequency caps to prevent over‑exposure -  too many repeat impressions can damage performance and raise costs.

• Consider sequential storytelling: a first exposure introduces the brand, a follow up addresses offers or next actions.

Advanced Tactics for Video Campaigns

• Retarget based on view depth: Create audience segments for users who watched ≥ 50%, then show them a shorter “offer” video or display/landing page.
• Sequencing: Use a brand‑story video first, then follow with product/offer video.
• Cross‑channel synergy: Coordinate TV/CTV and digital video inventory — unify frequency caps and messaging for consistent exposure.
• Leverage first‑party data & contextual signals: As 3rd‑party cookie access declines, use your CRM audiences, clean‑room data partnerships or high‑quality contextual targeting to reach relevant viewers.
• Creative refresh cadence: Because video environments can fatigue faster (especially in programmatic inventory), rotate or refresh creative every 4–6 weeks for long‑running campaigns.
• Supply path optimization: Assess which video inventory sources are delivering the best VCR/CPCV and shift spend accordingly.