Projected Monthly YouTube Budget

How much do you spend a month on YouTube media?
This is the amount of media budget spent on YouTube TrueView.

Pro tip: to increase the return you get on budget look to optimize and be sure to target. For the calculator, use your monthly TrueView budget even if you run multi-month or always on campaigns.

Video Marketing Automation Software

How much do you spend on video marketing automation software?
This is the amount invested in video marketing automation software (like Brite Content).

Pro tip: Brite's video marketing automation is used by smart marketers looking to increase ROI, scale, convert more leads and close more sales. For the calculator, use your monthly Brite subscription.

Agency Fees

How much do you spend on video marketing automation software?
This is the amount invested in media agency to plan, execute, optimize and report on video campaigns.

Pro tip: look for specialist agencies that understand performance marketing to get the most out of your campaigns; typically these are experts in search marketing, programmatic display and email marketing. For the calculator, use the percentage of media budget they charge.

LTV - Lifetime Value

What is a conversion worth to you?
The LTV is an estimate of the net profit attributed to the entire future relationship with a customer. Actions include online sales, sign-ups, subscriptions, downloads, installs and lead generation.

Pro tip: To optimize LTV target your best customers. ABM targeting lets you target specific accounts and industries with video. For the calculator, you can also use the value of a Marketing Qualified Lead (MQL).

CPM Display

If you run display advertising, what do you pay per CPM?
This is the average CPM that you spend on display advertising. This is used to compare the performance of video to display in the calculator.

Pro tip: you can search Quora.com for ranges of display CPM rates. Typical range as of 2017 is between $3 and $10 depending on volume.

CPC Web Search

How much do you typically spend on search PPC on Google or other search engines?
Pro tip: you can use sites like www.semrush.com or www.googlekeywordmanager.com for market rates of CPCs.

CPV - Cost Per View

What do you pay per view for TrueView video ad?
This is the price you pay per TrueView view.

Pro tip: To optimize CPV target long-tail content that is less price competitive than high-volume content while being more relevant leading to more conversions. Optimize targeting for efficient views using Brite Rules.

VR - View Rate

How many people do you reach in awareness?
This is the ratio of views to impressions and an indicator of relevance. A higher view rate means more people are not skipping your ads.

Pro tip: To optimize VR target relevant content that your audience is interested in and aligns to your offer.

How many people convert?
This is the ratio of clicks to impressions or views.

Pro tip: The better you can target customers and personalized relevant offers, the higher your conversion rates will be. Optimize targeting for conversions using Brite Rules. A higher view rate means more people are not skipping your ads.

Click To Conversions

Of the people who click on your ad, how many convert?
This is the number people who click on your ad and then go on to convert; such as purchase, form fill, sign up, download actions that lead to LTV.

Pro tip: To optimize CTR target relevant content that is niche and highly relevant. Also, targeting specific accounts with personalized messaging and offers using ABM. Optimize targeting for high CTR views using Brite Rules.

Optimizing CPV - Cost Per View

To optimize CPV
target long-tail content that is less price-competitive than high-volume content while being more relevant leading to more conversions. Optimize targeting for efficient views using Brite Rules.

Using video marketing automation delivers a range of results. The scale below are improvements we've seen on live campaigns. On this scale, an improvement in CPV means a lower cost. Improving $0.10 CPV by 25% computes to a CPV of $0.75.

Optimizing VR - View Rate

To optimize View Rate,
target relevant content that your audience is interested in and aligns to your offer. ..

On this scale, an improvement in View Rate means a higher ratio, meaning you are hitting the right people who don’t skip your ad. Improving 25% view rate by 15% means a view rate of 29%.

Optimizing CTR - Click Through Rate

To optimize CTR:
The better you can target customers and personalized relevant offers, the higher your conversion rates will be. Optimize targeting for conversions using Brite Rules.

Pro tip: On this scale, an improvement in CTR means a higher ratio, meaning you are getting more people to click on your ad because more relevant. Improving a 2.5% CTR by 50% means a CTR of 5%.

Optimizing Click To Conversions

To optimize CTC
align your offer on the landing page or in the app store with your content and the customer's interests. Reduce the number of form questions you ask people to answer - each question can reduce completion by 10%.

Pro tip: On this scale, an improvement in CTC means a higher ratio, meaning you are getting more people to click on your ad because more relevant. Improving a 2.5% CTR by 50% means a CTR of 5%.