What angered Facebook advertisers

Source: B92 Wednesday, 28.09.2016. 10:54
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Facebook seems to have overestimated the amount of time its users spent watching videos on their wall.

The error is even more egregious considering that in some cases the estimates were wrong by as much as 80%.

Facebook presented the information in its Advertiser Help Center that the statistical data, expressed in average values, do not include instances of watching videos for less than three seconds.

This way of counting views increases the estimate of the time spent by the users watching videos.

In other words, due to Facebook's not taking into account watching videos under three seconds, the average value of video viewing time has increased noticeably, giving advertisers inaccurate data on the reach of their products.

This way of measuring views lasted for two years.

– We recently discovered an error in the way we calculate one of our video metrics. The error has been fixed and it did not impact billing – Facebook claims.


The news still upset the advertisers who had bought ad space in Facebook videos.

– Two years of reporting inflated performance numbers is unacceptable – the ad group Publicis Media noted.

Video ads make up a large part of Facebook's revenues. For example, in 2015, companies bought around EUR 68 billion worth of video ad space from Facebook.
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