Commentary
A View Is A View Is A View (Not)
- by Joe Mandese @mp_joemandese, April 6, 2013
Social video has the underlying marketing paradox as social media overall: That brands want to scale and aggregate audiences quickly, but they’re not always sure exactly what they want to
do with them. That was the view of Jeff Semones, president of GroupM’s M80, during the “Social Video” panel at the Video Insider Summit this morning.
“I want a million Facebook friends,” Semones recalled of the first wave of brand social marketing push, to which he answered, “Why?”
Over
time, Semones said agencies like M80 have been able to “move them off of the audience aggregation to engagement.”
“With video, I think we’re
getting there,” he added, noting, “It’s not just views. The view is not a view.”
By that, he means all views are not viewed as equal.
“A view on a television -- a non-connected television vs. a view on a connected device” is not the same, he said, adding, “I still believe a digital view is
more valuable, because we know more about the viewer.”
Joe Mandese is the Editor in Chief of MediaPost. You can reach Joe at joe@mediapost.com.
