Video view rate reports the percentage of impressions where a viewer watched a defined threshold of the video, distinct from ThruPlay which requires either completion or 15 seconds. It's a broader engagement signal used to compare how well different creative concepts sustain attention across the length of the video, not just the opening hook.
Dropoff between the 3-second hook-rate mark and the 15-second video-view-rate mark reveals whether a concept fails to hold interest after the initial stop, which usually points to pacing or a value proposition introduced too late in the edit.
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