CPM vs CPV

CPM vs CPV: Impressions vs Video Views Explained

Both CPM and CPV are used in video advertising, but they measure different things. CPM charges you each time your video ad appears on screen — regardless of whether it was watched. CPV charges you only when someone actually views your video (to a defined threshold). For video campaigns, the choice between CPM and CPV significantly affects your cost structure and the quality of engagement you pay for.

What is CPM?

CPM in video advertising charges per 1,000 ad impressions — meaning the ad loaded and appeared on screen, regardless of how long it played or whether it was skipped.

Full CPM definition

What is CPV?

CPV (Cost Per View) charges only when a viewer watches your video to a qualifying threshold. On YouTube's TrueView format, this means 30 seconds watched (or the full ad if shorter) or an interaction.

Full CPV definition

CPM vs CPV: Key Differences

Aspect

CPM

CPV

Payment trigger

Ad served/displayed (1,000 times)

Video viewed to qualifying threshold

Skip behavior

You pay even if the ad is skipped

You do not pay if skipped before threshold

Audience quality

Passive — includes all viewers

Active — only engaged viewers

Cost efficiency

Lower CPM rate but less engagement certainty

Higher per-event cost but guaranteed engagement

Format compatibility

All ad formats including display

Primarily in-stream video formats

Best for

Broad reach and brand visibility

Message completion and storytelling

When to use CPM

Maximizing brand reach and frequency across a broad audience
Non-skippable video formats where you know every impression will be viewed
Programmatic video buys where CPV is not available
Campaigns where reach volume is more important than engagement depth

When to use CPV

YouTube TrueView campaigns where you only want to pay for interested viewers
Brand storytelling videos where completing the narrative is key
Campaigns where view-through rate is the primary KPI
Scenarios where you have limited budget and need guaranteed engagement

Verdict

For YouTube advertising, CPV (TrueView) is often the better model when you want to pay only for genuine viewers — especially for longer-form creative. CPM is preferred for non-skippable placements or when your priority is raw reach and you're comfortable paying for impressions even if some are skipped.