September 25, 2016
This weekend, another blow was struck to Facebook’s credibility as an ad platform.
It was revealed that Facebook Inc. overestimated by up to 80% the average time people spent watching video ads on its platform shocked the media and marketing world.
The company disclosed that the metric it reported for two years for the average time users spent watching videos was artificially inflated, because it only factored in video views of more than three seconds.
Big ad agencies pressed Facebook for more details and ad buyer Publicis Media, a division of Publicis Groupe SA, was told that the Facebook error likely overestimated average time spent viewing videos by 60% to 80%, The Wall Street Journal reported.
Facebook plans a new measurement – average watch time- which will include all videos.
Publicis, who buy ads for clients, said of Facebook: “Essentially they’re coming up with new names for what they were meant to measure int he first place. This illuminates the need to have third party tagging and verification on Facebook’s platform.
“Two years of reported inflated performance numbers are unacceptable.”
Keith Weed, CMO of Unilever said last year that tech companies failing to allow third parties to measure their platforms was the equivalent of “letting them mark their own homework.”
“Marketers are reassessing the level of investment in the digital area because they are beginning to question what they are really getting in terms of the return on investment,” said Bob Liodice, chief executive officer of the Association of National Advertisers. The trade group represents large advertisers such as General Motors and AT&T.
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