By some accounts, Facebook was caught manipulating video view statistics. By other accounts, the “victims” really just have no clue how to interpret those statistics. Nevertheless, advertisers are claiming they were misled by statistics provided by Facebook regarding the average length of video views.
When creating ad content, many of us have stuck to the old K.I.S.S. method, or Keep It Short and Simple (also known as Keep It Simple, Stupid for those less subtle). For those of us who have been holding on to that adage, prepare to have your world changed. A new Google Test has revealed that responses are more nuanced than what we thought.