Does a higher CPM automatically mean a worse result? Not always. This test shows when it makes sense to pay more per impression.
🚩 Problem
Our Demand Gen video campaign was running on Shorts video placement. CPM was low, reach was decent – but people weren’t actually watching the video. We wanted to find out whether enabling the in-stream format would change not just the cost, but the quality of the impact.
💡 Solution
We activated the in-stream placement within the existing Demand Gen campaign. The goal wasn’t a cheap CPM – it was a view-through rate. We wanted the video to reach people who would actually watch it to the end.
Tracked metrics: CPM, True Views, and CTR.
📊 Results
In-stream did increase our cost per impression – but it also delivered 4.5x more real views and a 69% higher CTR.
🏁 Conclusion
Even though CPM increased, True Views and CTR both went up, which was our priority. CPM can be further improved through placement and audience optimisation within the campaign.
The results confirm that in-stream drives not only achieve higher view-through rates, but also a better click-through rate. For campaigns where it matters that people actually watch the video – not just scroll past it – the higher CPM is a justified cost.
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