As the fallout from last week’s ‘My Screen – Video consumption in Australia’ report by PwC and Facebook continues, one industry executive says we’re focussing on the wrong issue.
After the revelation Facebook had ‘paused’ its distribution of the report last week, the incident has escalated into nothing short of an industry drama.
Author of the report Ben Shepherd has criticised Nielsen‘s role in the drama – despite no longer being with PwC – while Nielsen has since defended itself.
But according to ThinkTV CEO Kim Portrate, we shouldn’t be talking about who made a miscalculation, we should be looking at Facebook’s advertising services.
“This is not a debate about the PwC report,” Portrate said.
“This is a debate about how effective Facebook video advertising is as a platform for marketers.
“As already established this week, data shows Facebook’s desktop video has an audience of 4.547 million.
“There may be upwards of 17 million reading text content on the platform but there is a considerably smaller percentage of people watching video.”
She also referred to OzTAM Data, which according to Shepherd was used in the report, to suggest “TV reaches more people in a single day than Facebook desktop video does in a month”.
Viewability issues have long been a problem for the social media platform.
In 2016 Facebook was found to have inflated average video watch times, causing advertisers to demand viewing metrics be checked by third-party auditors and eventuating in a lawsuit.
And even with Facebook introducing its ‘Watch’ platform to provide advertisers with more options, Portrate said TV is still a superior option.
“TV advertising plays full screen with the sound on. Basic stuff. It doesn’t struggle with competing on-screen editorial and there won’t be a problem with the consumer scrolling past your ad in their newsfeed,” she said.
“Advertising on TV and BVOD is remembered for longer than Facebook, almost 100 days longer.
“Consumers forget Facebook video advertising in six days.
“If they see your video ad on any given Monday, it’s forgotten before the week is through.”
In this guest post, Hulsbosch’s creative director Marcel Wijnen, casts his design eye over what truly makes a brand and says it’s all about being true and essential… To do simple – and to be original – is a truly tough task. Not impossible, but not easy. Naturally, we can get lost in ‘striving for simplicity’ […]
Seven Victorian charities are uniting for a month-long virtual fundraising challenge - Power Up 2021 - between 28th February and 28th March. There’s no denying that 2020 affected everyone, but small charities experienced a huge drop in much needed donations and it is hoped the Power Up campaign will bring fundraising back to life.
South Australia’s largest independent supermarket chain, Foodland – with its unforgettable jingle “Foodland, the mighty South Aussies, yeah” – will launch a new campaign on 7th March. The campaign coincides with the chain’s $251m expansion program to open twenty-five new stores, revamp fourty-seven and create 2,500 new jobs over the next five years. Agency KWP! […]
A-listers turned out to Klarna's Sydney party last night. It did move significantly down the alphabet on B&T's arrival.
On Thursday, Quantcast held their Virtual NOVA event, discussing the current state of the advertising industry, the end of third-party cookies, the open internet vs walled gardens, and data privacy and consent. The event coincided with the launch of their new Quantcast Platform. It is an intelligent audience platform powered by the company’s patented AI […]