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Performance Video (Beta)

Performance Video is a campaign format within the Realize platform that allows you to deliver high-impact video ads across premium publisher environments on the open web.

Unlike video for awareness that charge on impressions (CPM) or completed-view (CPCV) basis, Performance Video is built on a Cost-per-Click (CPC) buying model. This ensures you only pay for active engagement, helping you scale your social video assets to drive mid-to-lower funnel outcomes like site traffic, engagement, leads, purchases, and ROAS.

In this article:

Key Features & Capabilities

  • CPC Bidding Model: You are only billed when a user actively clicks on your ad creative, aligning your video spend directly with performance outcomes.

  • Build Audiences & Sequentially Target: Capture deep engagement signals (such as video starts, unmutes, and completed quartiles) to build custom audiences. You can then retarget these highly interested users with secondary Native or Display campaigns.

  • Easy Social Asset Scaling: Easily reuse vertical (9:16), square (1:1), and landscape (16:9) video assets that are already performing well on social channels.

  • Seamless Dashboard Integration: Create, manage, and report on video campaigns inside your existing Realize account alongside your Native and Display campaigns.

How to Create a Performance Video Campaign

To set up a new Performance Video campaign, follow these steps:

  1. Log in to your Realize account.
    ​

  2. In the left-hand navigation menu, click Campaigns, then click the + New Campaign button in the upper right.

    Note: We recommend creating a new Campaign Group for the test.

  3. Under the Campaign Type section, select Performance Video (this sits alongside the Native and Display options).

    ad type

  4. Configure your campaign settings:

    1. Campaign Objective: Select your target goal (e.g., Engagement, Leads, Purchases).

    2. Bidding & Budget: Choose your target CPC bid. We recommend setting a daily budget that is at least 10x your target CPA (and not less than $100/day) to allow our Performance AI to optimize effectively.

  5. In the Creative step, upload your video assets:

    1. Drag and drop your .mp4 or .mov video files (up to 60 seconds).

    2. Input your destination URL, headline, and call-to-action (CTA) button.

  6. Review your campaign details and click Launch.

How to View Audiences Built from Video Engagement

One of the most powerful features of Performance Video is the ability to run sequential marketing funnels by retargeting users based on how they interacted with your video.

To set up an engagement audience:

  1. Navigate to the Audience Manager in your Realize dashboard.

    audiences tab

  2. You will automatically view audiences built from quartile engagement- users that watched 50%, 75%, or 100% of the video.

    audiences built

  3. View the status of your audiences:

    1. active- ready to be retargeted.

    2. in-process- still building

      Note: it takes about 3 days for the audience segments to be built, after launching the performance video campaign.

  4. Once populated, you can target this audience segment in a new Native or Display campaign to drive them to your final conversion pages.

Creative Specifications

  • File Formats: .mp4 or .mov

  • Maximum Duration: 60 seconds (repurposed short-form social assets are highly recommended)

  • Supported Aspect Ratios:

    • Vertical: 9:16 (Recommended for maximum mobile real estate)

    • Square: 1:1

    • Landscape: 16:9

    • Additional supported ratios: 2:1, 1:2, 6:5

  • Supported Ad Placements: Delivers across premium mobile and desktop environments, automatically fitting standard display spaces (e.g., 300x250, 300x600) on premium publisher sites.

Best Practices for Success

  • Campaign Setup:

    • Create a new dedicated Campaign Group for Performance Video testing. If targeting both Mobile and Desktop, split them into two campaigns.

    • Set up retargeting campaigns as per your campaigns goals, and select Campaign Groups accordingly.

  • Test Duration

    • For maximum performance- run a video campaign followed by a retargeting campaign for audiences built off of the video engagement signals. Ideally for 21 days (~1-2 weeks for campaign & 1-2 weeks for retargeting campaign) to allow the Performance AI to stabilize and optimize.

    • It takes about 3 days for the audience segments to be built after launching the Performance Video campaign.

  • Creatives/Assets

    • For the best results, use repurposed social media videos that have already proven successful on other platforms.

    • Test multiple variations of videos (size, content type, etc.).

  • Ensure Pixel Health

    • To track performance (CPA and ROAS) and optimize your bids, make sure the Taboola Pixel is properly installed and active on your website.

  • Benchmark Against Static Campaigns

    • For the best performance visibility, duplicate an active Display campaign into a new Performance Video campaign to run as a direct conversion benchmark.

Frequently Asked Questions (FAQs)

Does the video stop playing when a user scrolls past it?

Yes. To ensure a seamless user experience, the video autoplays (muted) only when at least 50% of the player is in the user's active viewport. If the user scrolls past, the video pauses automatically.

Do I need a separate ad account to run Performance Video?

No. Performance Video campaigns can be built and managed directly inside your existing Realize account.

Can I run Performance Video on a CPM or Cost-per-Completed-View (CPCV) basis?

Performance Video will be bought on CPC only.

How does this differ from Branding Video or Motion Ads?

Branding Video is for brand awareness (bought on CPM/CPCV). Motion Ads are short video ads (<10s) that run in loops in native feeds. Performance Video is a conversion-optimised campaign type for video. It’s priced at CPC for performance outcomes.

How does the sequential retargeting work?

Performance Video captures engagement signals - such as a user unmuting or pausing/unpausing the video or watching past a specific quartile (25%, 50%, 75% or 100%) - to build audience segments. You can then launch a retargeting campaign via Native/Display (static or video) to follow up with those users.

What are sizes that Performance Video supports?

For Beta, we recommend using IAB 300x250 (6:5), 300x600 (1:2), 720x1280 (9:16).

If you have videos with other sizes, you can still use them and Realize’s auto-resizing feature will adjust the video without compromising on the quality.

✅ If you have questions or concerns, contact your Account Manager, chat with Abby, our AI assistant on realize, email support@taboola.com or contact our support over live chat within Realize.

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