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Brands refuse to buy advertisements in Facebook and YouTube if they do not improve their visualization measurements
Manuela Walfenzao| 27 de mayo de 2015
The world of advertising cannot stop talking about the topic of visualization. Sellers and brands are worried because they do not know if their advertisements are seen. Some even refuse to buy spots in the sites that do not allow them to use their own methods to measure visualization rates. This means that platforms like Facebook or YouTube, which do not allow external measurement systems, are losing money.Statistics say that advertising in YouTube and Facebook is an intelligent move for brands. After all, Google reported that 91% of ads in YouTube are visualized. Facebook will perceive US$ 3.8 thousand million for advertising in video for 2107 and some brands, such as Heineken, consider the scope of the social network to be the same as that of YouTube. But brands like Kellogg´s and Kraft believe this is not enough, they want to verify the visualization measurements on their own with a third party. “The verification through third parties is a critical component to responsibly measure ad visualization”, explained Rino Scanzino, owner of GroupM, a company that stopped buying ads in sites that restrict visualization measuring by external entities.Bob Rupczynski, VP of Media and Consumer Engagement at Kraft, confirmed that his company quit investing in sites that do not allow verification of visualization with third parties. What these executives are looking for is a consistent way to measure the effectiveness of the money they invest.
