A client’s video campaign shows high video plays but very low video third quartile completions. Which optimization strategy does this data specifically suggest?
- The video content is failing to retain viewer interest, necessitating a creative refresh.
- The VAST tags aren’t firing correctly, requiring a re-test in the Video Suite Inspector.
- The publisher is skipping the mid-roll slots, requiring a move to pre-roll inventory only.
- The companion banners aren’t being clicked, suggesting the call-to-action isn’t visible.
Explanation
Video plays show that users started playback, while Video third quartile completions show that playback reached 75% of the video. A large drop between these metrics indicates weak viewer retention after the start of the ad. In Campaign Manager 360, quartile metrics are used to evaluate how far users progress through video playback. This pattern supports optimizing the video creative itself rather than changing unrelated tracking or companion assets.
Why the other options are incorrect
Pre-roll inventory is an inventory placement decision, not the direct conclusion from low third-quartile retention.
VAST tag testing is not indicated when video plays are being recorded successfully.
Companion banners are separate from video playback progression and do not explain low third-quartile completion.
Source for verification
https://support.google.com/campaignmanager/answer/4532834?hl=en
https://support.google.com/campaignmanager/table/6170532?hl=en