After hearing from Brian Weiser, our speaker from MAGNA Global, it's clear that what this article discusses cannot last if advertisers are to adopt internet video as a channel. According to this article in
Mediaweek, most if not all traffic and statistics in the space are self-reported (and thus not really believable or useful for advertisers.)
"Online Video Measures MIA"
Neither Neilsen nor ComScore is currently tracking the media. Based on his presentation, we'll need standards for ads as well as standard 3rd party metrics so that advertisers can compare to comparable channels when deploying their marketing budgets.
1 comment:
it would be great to have verifiable third party measurements of video traffic.
that said, with the exception of all but the most self-serving self-reporting, i'd be willing to bet that the metrics web sites are using are far more accurate those used by nielsen for the television industry.
now that's not saying much given how flawed that system is, but still.
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