BuzzFeed, Vice and Group Nine form measurement alliance
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BuzzFeed, Group Nine Media and Vice are teaming up to try to solve the nagging puzzle of measurement in digital media.
The three digital publishers are working with Tubular Labs, a social analytics firm, to create new standards for measuring digital media on Facebook, YouTube and other sites. Tubular Labs already gives publishers monthly rankings that show which videos got the most views on Facebook, YouTube and Twitter, but it is difficult to define whether those views actually influence audiences. Advertisers want to see exactly what value they get from a video or article they sponsor, not just how many views or clicks they tallied.
“There need to be better ways to measure quality engagement and quality viewership on video,” says Ashish Patel, Group Nine’s chief insights officer.
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