Embedded Files
TOTAL SPENT
$396.97
AUD
IMPRESSIONS
129,549
CPM $3.06
REACH
19,293
unique people
AVG FREQUENCY
6.72×
per person
VIDEO VIEWS
80,248
view rate 61.94%
COST PER VIEW
$0.01
CPV
The DISP video campaign ran continuously from 6 May through to 24 June 2026 on a $10/day CPM budget, delivering 129,549 impressions to 19,293 unique professionals. The CPM of $3.06 is the lowest to date, continuing the downward trend from April ($12.19) through the 9 June ($4.47) and 18 June ($3.73) snapshots, reflecting sustained algorithm optimisation as the campaign matured.
REACH & DELIVERY
Metric
Number
Impressions
Total number of times the ad was displayed in a LinkedIn feed.
129,549
Unique Reach
Number of individual LinkedIn members who saw the ad at least once.
19,293
CPM
Cost per 1,000 impressions: the rate paid each time the ad was shown 1,000 times.
$3.06
Cost per 1,000 people reached
How much was spent per 1,000 unique individuals reached: accounts for frequency.
$20.58
VIDEO PERFORMANCE
Metric
Number
Video plays
Total number of times the video began playing, including replays.
129,547
Video views
Views counted after at least 2 seconds of playback with 50% of the video visible.
80,248
Video completions
Number of people who watched the video in full to the end.
8,638
Avg. watch time
Mean number of seconds each viewer spent watching before stopping or scrolling away.
6.64s
Avg. dwell time
Average time spent on the ad unit overall, including time spent reading caption or looking at the post.
53.2s
eCPV (Effective cost per view)
Total spend divided by number of video views: the real cost of each view delivered.
$0,01
CLICKS & ENGAGEMENT
Metric
Number
Clicks to landing page
Number of clicks that directed users away from LinkedIn to the linked destination.
69
Click-through rate (CTR)
Percentage of impressions that resulted in a click. Expected to be low on video-objective campaigns.
0,054%
Average Cost per Click
Average cost per click to landing page: high relative to CPC-optimised campaigns, which is expected given the CPM bid strategy.
$5.67
Total engagements
Sum of all interactions: reactions, comments, shares, follows, and other clicks on the post.
72
Professional Demographics: Companies
Name
Impressions
Professional Demographics: Titles
Name
Impressions
Clicks
Conclusion
The May–June 2026 DISP LinkedIn video campaign delivered 80,248 video views to 19,293 unique defence and government professionals on a total spend of AUD $396.97. Running from 6 May to 24 June on a $10/day CPM budget, the campaign achieved a CPM of $3.06, a 75% reduction from the April rate of $12.19, confirming the compound efficiency gains of a sustained always-on video strategy.
The video retention funnel shows 40.4% of viewers reaching the 25% mark of the 1m 16s video, with 12.9% completing the full piece. While completion rates naturally trend lower for longer video assets, the average dwell time of 55.1 seconds, sustained across more than 90,000 impressions, demonstrates that the target audience is engaging consistently and attentively with the DISP content.
69 landing page clicks to macquariegovernment.com/disp/ at an average CPC of $5.67 represents the best click performance of the campaign to date, and signals genuine downstream interest from the target audience in the DISP offering. With the eCPV holding at $0.01 and CPM continuing to fall, this campaign demonstrates the value of a low-budget, long-running video approach for building sustained brand presence within a specialist defence industry audience on LinkedIn.
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