Brick and mortal local retailer here. I spend over $100,000 annually on advertising in my local market. That is all digital at this point. Facebook video is a significant chunk.
The lie is about the effectiveness of video on Facebook.
I directed a fair amount of additional ad spend to Facebook precisely because Facebook users on average seemed to be giving a lot of attention to videos on the platform, even if they were promoted. It actually seemed like there was finally something that could work to replace the kind of lift we would see from TV advertising 5-10 years ago.
This calls that into question (which may be putting it mildly). It also calls into question all of the other metrics Facebook provides advertisers.
The lie is about the effectiveness of video on Facebook.
I directed a fair amount of additional ad spend to Facebook precisely because Facebook users on average seemed to be giving a lot of attention to videos on the platform, even if they were promoted. It actually seemed like there was finally something that could work to replace the kind of lift we would see from TV advertising 5-10 years ago.
This calls that into question (which may be putting it mildly). It also calls into question all of the other metrics Facebook provides advertisers.