3 ms·
Yeah, time viewed is really only a vanity metric that only someone building a campaign with no direct result at all would look at. The kind of big business cam
by robryan 8y ago
Yeah, time viewed is really only a vanity metric that only someone building a campaign with no direct result at all would look at.
The kind of big business campaign just blowing money on branding is probably getting an even worse return on TV.
- sonnyblarney 8y agoTime viewed is not a vanity metric for a brand awareness campaign (fyi those a 'real things'), or even an indirect campaign say for a movie launch where a 3 second view is not the same as a 25 second view. If you're launching a big film like Avengers, a 25 second view is a like a 'soft lead' and you can correlate that to how many tickets you're going to sell. Brand awareness is much more intangible, but they are in the end real things. But yes, the softer metrics are massively abused by agencies, and in-house marketing teams trying to justify spend, hires etc.. Weirdly, so much of the 'conversion' stuff is utter crap, like ads for 'photos of Jet Fighters' or 'actresses with and without makeup' where they jam 40 ads on the screen each time. It's this kind of crap that really ruins the internet.