Weed questioned how the industry has got to the stage of people checking whether half a pixel of video for two seconds counts as a view, when family members, friends and non-industry folk would disagree.
He said that the metrics used to measure campaigns need to change, as the marketing industry needs to “stop marking its own homework and own up to the sensible metrics.”
“Everyone in the industry needs to keep up with changes in order to compete like crazy in clear waters, rather than all bumping in to each other not knowing what is going on,” he said.
In order to get to this stage he says that marketers must consider the three V’s:
Watch the video to find out more on viewability, verification and value, and what marketers can learn from Twitter and Facebook.
Keith Weed is supporting the WFA’s Project Reconnect, which champions what’s good about marketing and showcases its impact. The Project intends to improve perceptions of our industry. Follow the cause at: @WFAReconnect and @WFAmarketers