Publisher Insider plans to focus on 30-second video view metrics, rather than the three-second views made publicly available on Facebook. The 30-second views represent the quality of viewership and the type of scale the company is targeting, the company’s head of video, Tony Manfred, explained, adding that measuring that metric, rather than three-second views, will help Insider achieve its goal. (Facebook’s rules dictate that videos have to be at least three minutes long in order enable its mid-roll video ad breaks). By shifting to a 30-second metric, Insider is better placed to assess whether people actually watch its videos. Facebook has been trying for years to get more users onto its platform, but it hasn’t had much success.
Publisher Insider plans to focus on 30-second video view metrics, rather than the three-second views made publicly available on Facebook. The 30-second views represent the quality of viewership and the type of scale the company is targeting, the company’s head of video, Tony Manfred, explained, adding that measuring that metric, rather than three-second views, will help Insider achieve its goal. By shifting to a 30-second metric, Insider is better placed to assess whether people actually watch its videos. Facebook has been trying for years to get more users onto its platform, but it hasn’t had much success.