Tubular Labs Partners with BuzzFeed, VICE, and Group Nine To Redefine Digital Media Measurement
“There need to be better ways to measure quality engagement and quality viewership on video,” says Ashish Patel, Group Nine’s chief insights officer.
One of the hurdles to measuring digital media is that platforms offer different video experiences for viewers and the advertisers trying to reach them. For instance, on YouTube viewers click to play videos, and on Facebook they start automatically in the News Feed. And while a video might have a million views, publishers can’t tell how many of those can be attributed to an individual watching it once or multiple times.
Advertisers often fixate on completion rates—how many people get to the end of any piece of media, according to Patel. However, publishers would like to be able to show that even without a completion, a video could have the desired effect, prompting viewers to perhaps further research a product or make a purchase.