6 ms·

Isn't it the advertisers' job to measure the quality of the channel? Or does this kind of advertising have an intangible outcome like brand awareness?

teen 10y ago
How do you measure video watched on their platform? You can't since they host the video.
- aianus 10y ago
  You measure the change in your sales while the campaign is active. That's the only relevant metric anyways.
  - ethanbond 10y ago
    Which is affected by about a billion other metrics, like if it's sunny out. Attribution is the fundamental problem of advertising, and getting closer to solving it is Google and Facebook's value proposition. This indicates that they are not nearly as helpful in solving it as they have been claiming since they've been providing bad inputs for their customers to do analysis.
    - aianus 10y ago
      In order for this to be a real issue, customers must be incapable of attributing sales to advertising campaigns but somehow capable of attributing them to seconds of video displayed. Doesn't make sense.
      - ethanbond 10y ago
        Yes it does, because getting accurate numbers from Facebook is a key part to calculating either of those things. You definitely can't do it with certainty, but you would hope the entity you're paying to record the data necessary to get as close to possible would in fact be an accurate source of said data.
        aianus 10y ago
        If you are incapable of measuring the overall ROI of, say, a YouTube campaign vs. a Facebook campaign, then you are also certainly going to be incapable of determining the ROI of an X second average viewing time on Facebook vs. a Y second average viewing time on YouTube. Therefore both the true and reported values of X are completely irrelevant because you are incapable of using them. Please explain how the above reasoning is incorrect.
        ethanbond 10y ago
        Detecting differences between several Facebook campaigns?
        aianus 10y ago
        They would both be misrepresented the same way in that case and would remain comparable.
  - pbhjpbhj 10y ago
    That works for impulse buys online I expect; doesn't seem useful beyond that. If you're running a one day festival you can have fantastic ad response - but if it rains the visitor figures are rubbish. That's when you rely on metrics like bounce/view period to decide if your advertising worked.

teen 10y ago

How do you measure video watched on their platform? You can't since they host the video.

aianus 10y ago
You measure the change in your sales while the campaign is active. That's the only relevant metric anyways.
- ethanbond 10y ago
  Which is affected by about a billion other metrics, like if it's sunny out. Attribution is the fundamental problem of advertising, and getting closer to solving it is Google and Facebook's value proposition. This indicates that they are not nearly as helpful in solving it as they have been claiming since they've been providing bad inputs for their customers to do analysis.
  - aianus 10y ago
    In order for this to be a real issue, customers must be incapable of attributing sales to advertising campaigns but somehow capable of attributing them to seconds of video displayed. Doesn't make sense.
    - ethanbond 10y ago
      Yes it does, because getting accurate numbers from Facebook is a key part to calculating either of those things. You definitely can't do it with certainty, but you would hope the entity you're paying to record the data necessary to get as close to possible would in fact be an accurate source of said data.
      - aianus 10y ago
        If you are incapable of measuring the overall ROI of, say, a YouTube campaign vs. a Facebook campaign, then you are also certainly going to be incapable of determining the ROI of an X second average viewing time on Facebook vs. a Y second average viewing time on YouTube. Therefore both the true and reported values of X are completely irrelevant because you are incapable of using them. Please explain how the above reasoning is incorrect.
        ethanbond 10y ago
        Detecting differences between several Facebook campaigns?
        aianus 10y ago
        They would both be misrepresented the same way in that case and would remain comparable.
- pbhjpbhj 10y ago
  That works for impulse buys online I expect; doesn't seem useful beyond that. If you're running a one day festival you can have fantastic ad response - but if it rains the visitor figures are rubbish. That's when you rely on metrics like bounce/view period to decide if your advertising worked.