Where’s the “dislike” button? Facebook quietly announced in its “Advertiser Help Center” recently that it’s been accidentally overestimating video plays for years — which means that ad agencies everywhere might have been a little premature with their performance celebrations.
The problem stems from the fact that when measuring for “Average Duration of Video Viewed,” they only included views that lasted three or more seconds. That means that any time a viewer stopped watching in the first few seconds — which, let’s face it, is a lot of us — those numbers weren’t included in overall average metrics.
The numbers Facebook gave to every single marketing agency, creative agency, and even regular posters