---
title: Video advertising channel benchmarks | RGM®
url: https://realgrowthmatters.com/tools/benchmarks/channels/video/
updated: 2026-06-10
source_html: https://realgrowthmatters.com/tools/benchmarks/channels/video/
---

[Home](/) · [Tools](/tools/) · [Benchmarks](/tools/benchmarks/) · Video advertising

### Channel snapshot

YouTube TrueView CPV $0.04–0.14. CTV CPM $22–38. Reels CPM $5–22. Avg brand-recall lift +11–18 ppt.

## How to operate this channel

### Operator playbook

1. Hook in 5 seconds — skippable's structural constraint.
2. Sequenced storytelling beats single-ad campaigns by 30%+ on recall.
3. Connected TV: optimize completion rate (90%+), not CTR.
4. Vertical-native creative for Reels/TikTok/Shorts — horizontal underperforms 2:1.
5. Brand-Lift studies on >$50K video spend — view-through ROAS is unreliable.

## Platforms in this channel

[**YouTube**Platform deep-dive](/tools/benchmarks/platforms/youtube/)[**Connected TV (CTV/OTT)**Platform deep-dive](/tools/benchmarks/platforms/ctv/)[**TikTok**Platform deep-dive](/tools/benchmarks/platforms/tiktok/)[**Meta (Facebook & Instagram)**Platform deep-dive](/tools/benchmarks/platforms/meta/)

**Want to model your spend in this channel?** Use the [CPM calculator](/tools/cpm-calculator/), [ROAS calculator](/tools/roas-calculator/), and [budget allocator](/tools/budget-allocator/) to plan allocation.