The "video ads doubled my RPM" case study
The claim: dropping a video player on every page took site RPM from $18 to $36. Video is free money.
The asterisk: video RPM is reported per video-impression and folded into a separate line, but the screenshot blended it into display RPM. The autoplay player also added 1.2MB and 400ms to load.
🚩 Hidden variable: the cost side. Pageviews per session fell 9% from the heavier player, and 4% of mobile users bounced before the player initialized. The display revenue on those lost views vanished from the comparison.
Net revenue rose ~22%, not 100%. Real, but half the headline.
Not saying video is bad — saying a doubled RPM line that ignores the sessions video costs you is half a ledger.
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The "video ads doubled my RPM" case study
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