Video Not Quite the Format of the Future We Were Led to Believe


Video! It’s the format of the future. It’s the only thing the kids today will bother with. If you want to get any attention on social media, you gotta get on the video bandwagon. Right?

Big ad buyers and marketers are upset with Facebook Inc. after learning the tech giant vastly overestimated average viewing time for video ads on its platform for two years, according to people familiar with the situation.

….Ad buying agency Publicis Media was told by Facebook that the earlier counting method likely overestimated average time spent watching videos by between 60% and 80%, according to a late August letter Publicis Media sent to clients that was reviewed by The Wall Street Journal.

….The news is an embarrassment for Facebook, which has been touting the rapid growth of video consumption across its platform in recent years. Due to the miscalculated data, marketers may have misjudged the performance of video advertising they have purchased from Facebook over the past two years….Media companies and publishers are affected, too, since they’ve been given inaccurate data about the consumption of their video content across the social network. Many use that information to help determine the types of content they post.

Oh well. Bygones. I’m sure all that money you spent building a huge video content department will still be well spent. Someday.

POSTSCRIPT: I should disclose that I’m a sworn enemy of video. It’s handy sometimes, but the information-to-time-spent ratio is usually so abysmal I can’t stand watching it. A few seconds for a cute animal video is one thing. Ten or fifteen minutes for an interview or a podcast or an explainer with maybe one or two small snippets of useful information is unbearable.

DOES IT FEEL LIKE POLITICS IS AT A BREAKING POINT?

Headshot of Editor in Chief of Mother Jones, Clara Jeffery

It sure feels that way to me, and here at Mother Jones, we’ve been thinking a lot about what journalism needs to do differently, and how we can have the biggest impact.

We kept coming back to one word: corruption. Democracy and the rule of law being undermined by those with wealth and power for their own gain. So we're launching an ambitious Mother Jones Corruption Project to do deep, time-intensive reporting on systemic corruption, and asking the MoJo community to help crowdfund it.

We aim to hire, build a team, and give them the time and space needed to understand how we got here and how we might get out. We want to dig into the forces and decisions that have allowed massive conflicts of interest, influence peddling, and win-at-all-costs politics to flourish.

It's unlike anything we've done, and we have seed funding to get started, but we're looking to raise $500,000 from readers by July when we'll be making key budgeting decisions—and the more resources we have by then, the deeper we can dig. If our plan sounds good to you, please help kickstart it with a tax-deductible donation today.

Thanks for reading—whether or not you can pitch in today, or ever, I'm glad you're with us.

Signed by Clara Jeffery

Clara Jeffery, Editor-in-Chief

We Recommend

Latest

Sign up for our newsletters

Subscribe and we'll send Mother Jones straight to your inbox.

Get our award-winning magazine

Save big on a full year of investigations, ideas, and insights.

Subscribe

Support our journalism

Help Mother Jones' reporters dig deep with a tax-deductible donation.

Donate

Share your feedback: We’re planning to launch a new version of the comments section. Help us test it.