What does ‘view’ mean? Sounds like a simple question, but if you’re a media buyer looking at the multiplicity of different emerging online advertising formats, particularly within the video space, getting to the bottom of this presents a massive challenge.
The fact is, one media owner’s interpretation of ‘View’ can be completely different to another’s, highlighted by the emergence and growth of “Completed Views”.
But even here you have a range of definitions. Some platforms charge advertisers for videos when only 75% of the content has been watched – does that really justify using the word “completed”? After all, you wouldn’t call a crossword complete if you’ve left 25% of the answers blank, would you?
The root of the problem is the lack of industry standardisation in measurement when it comes to the latest online advertising formats, in particular video-related ones.
The constant development of new technologies and online tools drives innovation and the introduction of new ad formats, which means more pricing options and more complexity for media buyers and brand marketers. Arguably, what they really need is standardised metrics that allow them consistency in working out what they are getting for their money from different sites and types of ads or content, so they can plan their campaigns properly.