Video advertising is now a core part of mobile growth strategies. From social media feeds to in-app placements and connected TV, video is often the first interaction a user has with an app brand. As video adoption increases, so does the need for metrics that accurately reflect how users engage with video ads. Cost Per View (CPV) is one such metric.
CPV helps advertisers understand how much they are paying when their video ads are actually viewed by users. Unlike impression-based metrics, CPV focuses on whether a video was watched rather than simply delivered. This makes it especially relevant for campaigns where awareness, visibility, and message delivery matter.
For app marketers, CPV acts as an early indicator of whether video campaigns are capturing attention before deeper performance outcomes, such as installs or engagement, are measured.
What Is Cost Per View?
Cost Per View (CPV) is a pricing model and performance metric used in video advertising that measures the cost incurred each time a video ad is viewed.
In a CPV model, advertisers are charged only when a video ad reaches a defined “view” threshold. This threshold is set by the advertising platform and determines when a view is counted. If the user does not meet this threshold, the advertiser is not charged.
The purpose of CPV is to ensure that advertisers pay for video ads only when users engage with them to a minimum extent, rather than paying for impressions that may go unnoticed.
What Qualifies as a View?
A key aspect of CPV is understanding what qualifies as a “view.”
The definition of a view varies by platform, but it is always tied to user exposure to the video ad. Common view criteria include:
- Watching a video for a minimum number of seconds
- Watching a defined portion of the video
- Actively engaging with the video ad
For example, on some platforms, a view may be counted after a user watches the video for several seconds. On others, a longer watch duration or interaction may be required. Because of these differences, CPV should always be evaluated in the context of the platform where the ad is running.
This variation also explains why CPV benchmarks differ significantly across channels and formats.
How Cost Per View Is Calculated
The calculation of Cost Per View is simple and consistent across platforms:
Cost Per View = Total Advertising Spend ÷ Total Number of Views
While the formula is straightforward, CPV becomes meaningful only when paired with an understanding of how those views were generated and what actions followed.
Why Cost Per View Matters
CPV is designed to bring greater accountability to video advertising.
- It Prioritises Engagement Over Exposure
Impressions only confirm that an ad was served. CPV confirms that a user stayed long enough for the video to be considered viewed. This makes CPV a stronger indicator of attention than impression-based metrics.
- It Supports Brand and Awareness Campaigns
CPV is particularly useful for campaigns focused on visibility, recall, or storytelling. When the goal is to communicate a message rather than drive immediate action, CPV helps measure whether users are actually consuming the content.
- It Helps Evaluate Video Creative Performance
High CPV can indicate that users are skipping videos early, while lower CPV may suggest that creatives are resonating with the audience. As a result, CPV is often used to assess creative effectiveness.
Cost Per View vs Other Pricing Models
Understanding CPV also requires understanding how it differs from other advertising metrics.
CPV vs CPM (Cost Per Mille)
CPM charges advertisers for every thousand impressions, regardless of whether users engage with the ad. CPV charges advertisers only when a video is viewed. CPM measures reach, while CPV measures engagement.
CPV vs CPC (Cost Per Click)
CPC charges advertisers when users click on an ad. CPV charges when users watch a video. CPC focuses on action, whereas CPV focuses on exposure to video content.
CPV vs CPCV (Cost Per Completed View)
CPCV charges advertisers only when a video is watched to completion. CPV may include partial views, depending on the platform. CPCV is stricter and often more expensive, but signals deeper engagement.
Each metric serves a different purpose and should be selected based on campaign objectives.
When Should App Marketers Use CPV?
Cost Per View is best suited for campaigns where video engagement is a priority.
CPV is commonly used for:
- Brand awareness campaigns
- App launches and feature announcements
- Video storytelling and explainer campaigns
- Upper-funnel acquisition strategies
It is less suitable as a standalone metric for campaigns focused solely on installs or revenue, unless paired with post-view attribution and performance analysis.
Common Misunderstandings Around CPV
Some frequent misconceptions include:
- Assuming lower CPV always means better performance
- Comparing CPV across platforms without accounting for view definitions
- Treating CPV as a conversion metric
- Ignoring what happens after the view
CPV provides insight into video engagement, not final outcomes.
Using CPV More Effectively in App Marketing
To get more value from CPV, app marketers should:
- Evaluate CPV alongside video completion and engagement metrics
- Compare CPV across creatives and placements
- Track post-view installs and user behaviour
- Use CPV as part of a broader measurement strategy
Apptrove helps marketers connect video engagement metrics with downstream app activity, enabling a clearer understanding of how video views contribute to overall performance.
To Sum Up
Cost Per View is a foundational metric in video advertising. It helps advertisers understand how much they are paying for actual video exposure and engagement, rather than simple ad delivery.
For app marketers, CPV works best when used as an early signal of creative effectiveness and audience interest. When combined with post-view measurement and attribution, it becomes a valuable part of a more complete performance picture.