Pay Per View Music Ads: Video Advertising Costs

Pay per view (PPV) music ads charge when users watch video content for a specified duration. This cost-per-view (CPV) model aligns advertising costs with actual video consumption. Understanding PPV mechanics helps musicians budget for video promotion campaigns.

What Pay Per View Means

CPV pricing charges for completed views rather than impressions or clicks. Definition of a “view” varies by platform:

YouTube TrueView: View counted after 30 seconds of watch time (or completion for shorter ads) Facebook/Instagram: Various thresholds (3 seconds, 10 seconds, ThruPlay) TikTok: View counted differently for different ad types

PPV ensures budget goes toward users who actually watched content rather than those who scrolled past. For musicians, this means paying for genuine music exposure.

CPV differs from CPM by focusing on engagement. A $10 CPM campaign might show to 1,000 users who immediately skip. A CPV campaign charges only for those who watch.

How CPV Works Across Platforms

YouTube CPV:

• TrueView in-stream: $0.05-0.20 per view
• View = 30 seconds watched or completion
• Skippable ads after 5 seconds
• Non-skippable ads use CPM instead

Facebook/Instagram CPV:

• ThruPlay optimization: Pay for 15+ second views
• Typical rates: $0.02-0.10 per ThruPlay
• Alternative: 3-second or 10-second view optimization
• Different definitions affect reported costs

TikTok CPV:

• In-feed video views: $0.02-0.08
• View definitions vary by objective
• Focused views (2+ seconds) and engagement views

Key Considerations

• View definition varies significantly by platform
• Longer view thresholds indicate higher engagement
• CPV may not reflect full video completion
• Creative quality affects view-through rates
• First 5 seconds determine YouTube skip rates
• Compare CPV against CPM for awareness goals

Common Questions

What CPV should musicians expect?

Expected CPV by platform:

YouTube TrueView: $0.05-0.20

• Lower end: Broad targeting, developing regions
• Higher end: Specific demographics, premium content

Facebook ThruPlay: $0.02-0.10

• Lower end: Engaging content, broad audiences
• Higher end: Narrow targeting, competitive periods

TikTok focused views: $0.01-0.05

• Generally lower than other platforms
• Younger audience more accustomed to video

Instagram video views: $0.02-0.08

• Similar to Facebook (same ad platform)
• Reels and Stories have different patterns

These ranges assume reasonable targeting. Very narrow targeting or competitive periods increase costs significantly.

How does video length affect CPV?

Shorter videos often achieve lower effective CPV because completion is easier. A 15-second video completed by most viewers costs less per completion than a 60-second video.

However, longer videos that retain viewers may provide more value despite higher CPV. A viewer watching 60 seconds of music demonstrates stronger interest than one watching 15 seconds.

Optimal video length for ads:

• YouTube: 15-30 seconds for efficient CPV
• Facebook/Instagram: 15 seconds or less for ThruPlay
• TikTok: 9-15 seconds matches platform norms

Music content may justify longer formats when creative is compelling. A great music video can maintain attention for 2-3 minutes.

Is CPV or CPM better for music video promotion?

CPV suits:

• Limited budgets requiring engagement efficiency
• Testing which content holds attention
• Promoting videos where watch time indicates success
• Campaigns where viewer quality matters more than quantity

CPM suits:

• Awareness campaigns prioritizing reach
• Viral potential content that may be shared
• Branding where impression matters regardless of completion
• Premium placements with fixed pricing

For most music video promotion, CPV provides better value because it ensures viewers actually experienced the music. CPM may reach more people but include many who never hear the track.

Display advertising through networks like LG Media uses CPM pricing starting at $2.50 rather than CPV, as display formats do not typically include video content requiring view-based pricing.

Summary

Pay per view music ads charge for video watches rather than impressions. YouTube charges $0.05-0.20 per 30-second view. Facebook ThruPlay costs $0.02-0.10 for 15+ second views. TikTok offers lower rates at $0.01-0.05 per view. View definitions vary by platform. CPV suits campaigns where video engagement matters more than raw reach.