Publishers question Nielsen’s Facebook measurement tool, as audiences apparently swell to 14 times their original size
Nielsen’s decision to measure Facebook video has placed major publishers offside and put the measurement system in disarray, after an email revealed those who opted-in saw audiences apparently swell to more than five times their previous size.
Since its introduction in January, BuzzFeed’s reported daily reach in Australia increased from 250,000 to 3.5m, while Vice’s climbed from 55,000 to 300,000 and Popsugar’s from 30,000 to 200,000. Only three publishers opted to use this new system, which gives clients the chance to opt-in and “receive credit” for consumption of Facebook video content.
Overnight, BuzzFeed, Vice and Popsugar’s daily reach grew to 14 times, 5.45 times and 6.6 times more than its audience reach compared to the previous day.
Facebook video metrics are pure BS!??! No way!
Similar to print ‘readership’ stats – utter hogwash.
Ah! The genius speaks. Thank you for your wise and considered contribution to the ‘debate’. Please supply your LinkedIn details so we may all learn from your influencer pearls, oh learned one
Nielsen signing off a metric with a video view of zero seconds and which swells audiences for certain pubs tenfold – suddenly the exit of Fairfax from Nielsen makes a lot more sense…
Where is the IAB in all this?
Where is the IAB in all this?
Fully informed, according to Neilson….
Not quite sure what the fuss is – agencies always review time spent numbers as well and this is reported the nielsen data.
Thank goodness Agency Gal – finally a commenter who knows what they are talking about.
One of the underlying issues is that Nielsen and the IAB follow the US MRC guidelines, for better or for worse, which seem to have become the de-facto global standard. The 2-second video viewability standard was to apply to ads and not content. This is the underlying problem. Shows the BS that digital video is globally – until we fix it for them.
The UA metric is pointless.
The consumer dictates what is important to measure. If consumer behavior is on Facebook and the content they want is on Facebook (Vice, Buzzfeed) then there are marketers around the world that want to know that. The folks that are complaining should stop shooting the messenger and work on their digital strategy.