GroupM to Facebook:”Careless and Unfortunate”

What: Media buying agency network GroupM has issued a statement about Facebook's recent announcement that its video metrics had been "artificially inflated." GroupM characterizes this as "careless" and  "unfortunate" and stresses the need for third-party verification.
Why it Matters: GroupM is one of the largest, if not the largest, media buying networks worldwide. Its agencies include Maxus, MEC, MediaCom and Mindshare. The media buying behemoth emphasizes the importance and need for third-party verification of all media.  This way, a third-party not only verifies trading terms , but also  the performance  of Facebook and other social media properties.

GroupM's Statement

"Facebook has revealed that the metric used for determining average time spent watching videos had been "artificially inflated" since Facebook only counted video views after three seconds had elapsed. The decision to omit this segment from the calculation is careless and unfortunate. This issue further emphasizes the importance and need for third-party verification of all media – not only to verify trading terms, but also to verify performance. While the mistake on Facebook’s part is surprising, the corrected numbers are not. GroupM has had a clear sense of the short duration times since implementing MOAT reporting in Q1 2016. As an independent third-party, MOAT’s data and reporting were not affected. After careful review, we have determined that this error has had no impact on the pricing and audience deliveries of our campaigns. "

 


Editorial Staff

Portada Staff

MORE FROM PORTADA

Latcom’s CEO Valentín Bueno: “Out-of-Home Advertising is Unique Because It Is Democratic”

Latcom’s CEO Valentín Bueno: “Out-of-Home Advertising is Unique Because It Is Democratic”

We talked to Valentín Bueno, CEO at Latcom, about why out-of-home advertising is growing more than any other advertising media. Out-of-home advertising has always been important, but technological advancement creates more and better opportunities for engaging consumers, which means the industry needs to adapt just as other advertising media. 


Tampico’s Marta Gerdes: “The Key to Marketing is Staying True to the Brand’s Essence While Keeping the Consumer at the Forefront”

Tampico’s Marta Gerdes: “The Key to Marketing is Staying True to the Brand’s Essence While Keeping the Consumer at the Forefront”

Tampico has updated its branding for the first time in about 25 years. A new, refreshed image will help Tampico reach its consecrated consumers, as well as the new generations.


JC Penney, MillerCoors, Wilson, and Oath Share 4 Essential Principles for Effective Shopper Marketing

JC Penney, MillerCoors, Wilson, and Oath Share 4 Essential Principles for Effective Shopper Marketing

The term 'Shopper Marketing' has been around for some time, but there's still not as much attention focused on "shoppers" as there is on "consumers", which could mean a missed growth opportunity. We talked about Shopper Marketing to JC Penney's Ana Lucía Soto, MillerCoors' Turiya Luzadder, Wilson's Ángel Carmona, and Oath's Maya Abinakad and Denise Brien.