Sunday, August 16, 2015

Watch Time: On Display or Being Viewed and Consumed

Its all very well to be able to track display and duration thereof of videos and indeed any adverts (display or otherwise), it another matter whether the content is actually being viewed and consumed by any viewer at all. And ultimately reacted to i.e. converted to an actual sale. A response to a "Buy" button given that the transaction is followed through and completed in every respect is a clear enough indicator.

So on the basis of presumption of rational normal human behavior, that when a video or advert on whatever location is displayed (irrespective of device), it is reasonably presumed to be consumed by at least one person. However, the metric may be that of no one at all or several gathered around display unit (mobile phone, tablet or near extinct PC), but most likely one person unless robots are being used.

(Given that TV viewership determination must be statistically/actuarially determined on the basis of expected normal human behavior and collective size, the same or similar presumption may be attributed to viewership of video or adverts.)

My point? How scientifically reliable and representative are these metrics? Correlation between reported displays (views) and incidence of sales closure helps for sure, but the question remains.

The Rise of Advertising Surfaces

With old-style "billboard" digital advertising media, it previously occurred to me that there seemed to be the perception that there is lot of spare capacity in and on people floating around outside of the formal work space during business and private hours which could be embraced and directed otherwise.

Meaning, creating more advertising space in terms of the number of surfaces and surface space to ultimately create or increase internet activity with a view to expanding the concurrent surfaces of advertising space for maximizing revenue potential for both the advertiser and delivery agent alike.

In today's world, this topic has morphed into a whole host of companies vying for advertising revenue through targetted metrics on the PC and increasingly mobile platforms via apps.
But who gains most, delivery agent or advertiser? For all the advertiser's know, their messages are being reiterated to the same people unless there is certainty that there is clearly differentated audience.

Irrespective of who, payments to the surface renderer seem to be regarded as having sufficient financial reward to justify attracting such "capacity" to this arena by means of marketing and training packages plus subscription offerings that can be found made on popular news and collation/dissemination websites.

The challenge then is down to creating "gripping" content. Is it? Or will anything do to capture every "waking moment" to top up irrespective?

Friday, June 5, 2015


Oversupply debases any currency, no matter what it may be for example, money, pictures, photos, music and the list goes on.

If you are OK with second best, that's exactly what you get. Steve Jobs is one who advised never to settle.

Why? - When asked a question, it is useful to know why the question is being asked to properly understand its context so that you can answer it according to that context.