Keeping count
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The key hits:
- The variance in video view-count methodologies has expanded to include short-form video platforms.
- Traditional TV’s viewership measurement is also shifting away from average commercial minute to impression-based measurement.
- The latter shift could help to level the playing field and simplify the whole situation for ad buyers.
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What’s a video view? No, seriously. That’s a question that ad buyers are grappling with because the answer is the always-unsatisfying “it depends.”
“There’s so many varying definitions of video views,” said Kerri Stumpo Gouveia, head of media and communications strategy at ad agency Butler, Shine, Stern & Partners. “On YouTube, it’s someone intentionally watches for 30 seconds. On Facebook,…
