Skip to main content

Views, Lies and Videos


In the fight for attention and advertising dollars, every social platform is trying to bolster their video views. I think this is a race to the bottom.
Facebook says an ad can be 100 percent viewed even in a split second.
Snapchat counts a view the millisecond a pixel crosses your smartphone.
Twitter is more generous, counting a view when a video is being watched for at least 3 seconds.
The reality is that a view is not necessarily a view. Just because we are exposed to a video does not mean we are paying attention. Most of the video views happen in autoplay as we are scrolling the web, not by choice. Google estimates 56% of the web banner ads are never seen.
I think the industry needs to shift from views to action. We should eliminate views as a digital metric. And focus strictly on what people do? Click, share, like, comments…, which is the number of people who took action.
We marketers are in the business of changing behavior. The best way to change behavior is through action. Why? Action changes attitudes faster than attitudes changes action to quote Adam Ferrier in the Advertising Effect. Unless we have big budgets and the discipline to stick to the same message for years, "views" matter. Otherwise, we might just be fooling ourselves.

Comments

Popular posts from this blog

The Irrational Power of Nudge Brands

Nudge brands are brands built on interactions, not attitudes. They are mostly defined by experiences, not TV campaigns. They are designed around people's inconsistencies and errors, not for machines. They are simple, not complex. They like to break things into small chunks that are less daunting than big tasks. They focus on changing behavior, not generating awareness and interest. The Paris metro system card is a nudge brand. It is designed against human errors. You can use the card in any direction. IKEA is a nudge brand. It uses the power of personal investment. The more involved people are in creating something, the better they feel about the end product. Ryanair is a nudge brand. It chunks the whole purchase process. They lock you in with a low 'seat price' first to get a mental commitment. Then, they start to add the extra charges in bite-sized 'chunks.' Hare Krishna is a nudge brand. It is built on the reciprocity rule by giving away daisies. People should …

The Curse of Advertising Resources

With more platforms, more products and more content who are trying to reach a disengaged audience, it is becoming harder and harder for brands to stand out. Conventional practices are no longer working. People don't watch TV as much as they used to, so they don't see commercials.  They don't click on banner ads. They don't pay attention to billboards ads. And they don't trust brands' messages. Part of the problem is that we are too dependent on traditional ad resources, which limits the realm of our creativity. To thrive in this new environment, we, ironically, need the freedom of a tight brief: what can you do with no budget for mass media?  Or limited marketing communications dollars?  To make a comparison, traditional advertising is a lot like countries and economies that rely on oil. This reliance handicaps innovation. Countries with a vast amount of natural resources tend to have (1) less economic growth and (2) worse development rates than other countrie…

The Engineering of Digital Consent

Today, we build brands through social interactions. People opinions online shape our decisions on what brands should we buy or endorse. 90% of customers said that online reviews influence their buying decisions. Our challenge is that consumers don't pay attention and trust the message coming from brands. So, how do we affect the opinion of others in this environment? In marketing, we spend a lot of time and money creating advertising with the hope that it goes viral. However, most of the campaigns have little influence in today's consumers. Many campaigns have even the oppositive effect, with consumers sharing negative opinions or blocking advertising altogether. Changing behavior is hard. I don't think we have a silver bullet to influence people online, but we can learn best practices from behavioral science to increase our chances. Getting a little better in predicting behavior can make a big difference. Here are four behavioral principles that we should consider when c…