YouTube doesn\u2019t want to support independent, industry-accepted measurement of TV viewing, presumably because the industry\u2019s numbers disagree with its particular world view.<\/li><\/ul>\n\n\n\nTake-out: YouTube doesn\u2019t like to be questioned.<\/p>\n\n\n\n
Now, I\u2019m not as green as I\u2019m cabbage-looking. I know perfectly well that YouTube, as measured by BARB is nothing like the totality of the channel.<\/p>\n\n\n\n
I also know that most viewing on YouTube is on screens other than static TV screens.<\/p>\n\n\n\n
I use YouTube myself, as I\u2019m sure do you. I also think (as do the other 8 billion on the planet, and I know because \u2026 I just do) the way they display ads sucks.<\/p>\n\n\n\n
My unique take-out (unique because I\u2019m writing on social media and I\u2019m the only person ever to have had the thought) is that YouTube is a wonderful social media platform. It\u2019s not TV and pretending it is is silly.<\/p>\n\n\n\n
My next unique take-out is that advertisers are a) not idiots and b) don\u2019t have time to dissect the issues surrounding audience measurement as it relates to YouTube.<\/p>\n\n\n\n
My final unique take-out is that as we are not idiots we are able to distinguish between something that\u2019s TV and something that isn\u2019t. Not being TV doesn\u2019t make you somehow worthless as an advertising medium; in fact, not being TV allows you to come up with a measurement approach appropriate to your particular strengths as a medium.<\/p>\n\n\n\n
To avoid the Victor Meldrew trap it\u2019s an idea to come up with an approach that is sensible, is shared with, endorsed by and is acceptable to buyers. And above all is believable.<\/p>\n\n\n\n
Pretending to be something you\u2019re not has consequences, you join a club with certain rules, one of which concerns measurement.<\/p>\n\n\n\n
Shouting about 200 billion views is noise. Fake news; fake numbers.<\/p>\n","protected":false},"excerpt":{"rendered":"
Victor Meldrew is a fictional cantankerous character in the BBC sitcom, \u2018One Foot in the Grave\u2019, played by Richard Wilson, whose catchphrase is often misquoted as \u2018I simply don\u2019t believe it\u2019 (the word \u2018simply\u2019 is simply incorrect). Fake news is (according to Wikipedia) \u2018false or misleading information \u2026 often (with) the aim of making money […]<\/p>\n","protected":false},"author":2,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":[],"categories":[1],"tags":[],"_links":{"self":[{"href":"https:\/\/www.bjanda.com\/blog\/wp-json\/wp\/v2\/posts\/1883"}],"collection":[{"href":"https:\/\/www.bjanda.com\/blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.bjanda.com\/blog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.bjanda.com\/blog\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/www.bjanda.com\/blog\/wp-json\/wp\/v2\/comments?post=1883"}],"version-history":[{"count":1,"href":"https:\/\/www.bjanda.com\/blog\/wp-json\/wp\/v2\/posts\/1883\/revisions"}],"predecessor-version":[{"id":1884,"href":"https:\/\/www.bjanda.com\/blog\/wp-json\/wp\/v2\/posts\/1883\/revisions\/1884"}],"wp:attachment":[{"href":"https:\/\/www.bjanda.com\/blog\/wp-json\/wp\/v2\/media?parent=1883"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.bjanda.com\/blog\/wp-json\/wp\/v2\/categories?post=1883"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.bjanda.com\/blog\/wp-json\/wp\/v2\/tags?post=1883"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}