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AV ad measurement: meretricious metrics - Venture Insights

Report Overview

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AV ad measurement: meretricious metrics

PublisherEnders Analysis.
Publish Date July 24, 2018
Sector Media.
Company Channel 4, Facebook, Google, ITV, SKY, Virgin Media, YouTube.

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Rigour and consistency in AV ad metrics is proving elusive. A 10-second ad on YouTube, ITV1, All4, MailOnline, Sky AdSmart or Facebook is measured in as many different ways, often indifferently. It is tricky, costly or impossible for agencies/advertisers to comprehend the overall picture

Google/YouTube seems to be ‘getting’ JIC co-operation now and has begun to galvanise video ad measurement, but forceful advertiser intervention is needed to extend and improve standards. Otherwise, advertisers are simply funding a JIC-free jamboree, and they (with content media) will lose the most