What angered Facebook advertisers
Comments
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.
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.
Companies:
Facebook.com USA
Tags:
Facebook
advertising on Facebook
video ads
video ads on Facebook
online advertising
Publicis Media
Advertiser Help Center
Comments
Your comment
Most Important News
Full information is available only to commercial users-subscribers and it is necessary to log in.
Follow the news, tenders, grants, legal regulations and reports on our portal.
Registracija na eKapiji vam omogućava pristup potpunim informacijama i dnevnom biltenu
Naš dnevni ekonomski bilten će stizati na vašu mejl adresu krajem svakog radnog dana. Bilteni su personalizovani prema interesovanjima svakog korisnika zasebno,
uz konsultacije sa našim ekspertima.