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    Sid and FinancyKevin Draper
    5/09/16 10:18am

    Ain’t nobody got time for video. Plus also, it’s a lot harder to pretend it’s work-related.

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      weebleswobbleSid and Financy
      5/09/16 10:26am

      “Oh I’m uh just reading emails and looking at quarterly reports. I know it may seem weird for me to randomly pull out headphones but the new versions now come with soothing nature sounds.”

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      NoOnesPostSid and Financy
      5/09/16 10:49am

      If you don’t like video, you’re probably not in the target demographic.

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    BrianGriffinKevin Draper
    5/09/16 10:18am

    Does anyone else hate videos in articles (especially news articles)? Why make me watch a 2-3+ minute video when I can get the same info from reading and be done in a few seconds.

    I almost never click on videos or use YouTube unless there's nowhere else I can get the information.

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      weebleswobbleBrianGriffin
      5/09/16 10:24am

      I find it completely enraging when videos don’t even have any accompanying text summarizing what it’s about. Most of the time I’m on my phone during the day I’m discretely procrastinating or on public transport saddled with data caps — I don’t want your stinkin’ video, give me something to read.

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      rewodBrianGriffin
      5/09/16 10:25am

      Agreed. In fact, on news sites like CNN, written articles generally offer much more information than the force-fed videos which accompany them. My habit has become to either mute my laptop while I read, or tap the pause button as quickly as possible.

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    bassguitarheroKevin Draper
    5/09/16 10:55am

    Advertising is an industry that has the unique characteristic of being less valuable when you can better target your demographics, because when you can pick a very specific demographic and go after them, you find out that most advertising doesn’t work.

    That’s the beauty of TV advertising. You don’t get a 1:1 view of money spent to click throughs. The internet is all about that, and rapidly revealing all of their demographic tricks to increase the value of ad buys. But as ad companies spend more money and get worse results online, two things become really clear:

    1) advertising sucks and

    2) advertising isn’t effective

    The more you can connect an ad directly to a click-through-rate and purchase, the more you can see that that ad isn’t really doing shit, and overall “brand awareness” is what gets people to stick with one item over another. That’s why TV advertising has been so strong for so long - you can’t directly connect showing an ad to a person to a person buying, and that grey area has kept the values as high as they’ve been.

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      Nonebassguitarhero
      5/09/16 11:03am

      This comment is hilarious.

      1) TV ads have been tied to sales for decades through DRTV

      2) Demographic targeting is much more often marketing-driven than advertising-driven

      3) “Advertising doesn’t work” and yet “Overall brand awareness is what gets people to stick with one product over another”

      Your comment may reflect your experience, but it doesn’t reflect reality.

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      SmileyBurnerbassguitarhero
      5/09/16 11:28am

      advertising is most definitely effective - which is why we can remember the words to all the jingles we saw on TV growing up - that being said, if you’re selling something people don’t need or want, it won’t sell...

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    NoneKevin Draper
    5/09/16 10:52am

    I am shocked to find a well-researched and accurate article on media buying in a general interest publication! Nicely done, Kevin.

    Now if we can just get everyone to stop reporting “Facebook is selling your data to advertisers.”

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      MWarnerMNone
      5/09/16 2:11pm

      It baffles me that people are so stupid they couldn’t figure that out on their own. “Oh my god guys, Facebook is selling our personal info to advertisers!” Well yes, genius. That’s generally how free websites operate. You may have noticed that Facebook has never charged you a subscription fee to use their service, and yet somehow the company made $6 billion in revenue last year. Did you ever wonder where all that money came from?

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      NoneMWarnerM
      5/09/16 4:10pm

      What advertisers buy from Facebook is not “data” any more than what you buy from Microsoft is Windows source code.

      Microsoft sells an operating system. The source code makes the operating system work. Users can’t get the source code from Microsoft, they can only get the operating system.

      Facebook sells advertising products that are targeted using your data. The data makes the ad targeting work. Advertisers can’t get information about you from Facebook, they can only get advertising space.

      There are companies that sell your behavioral data (and other types) in an anonymized fashion - Bluekai, Quantcast, etc.

      There are companies that sell your personal and demographic data, including name/address/age/gender etc -Experian, Equifax, etc.

      There are companies that tie personal to behavioral in an anonymized way - LiveRamp, etc.

      Facebook keeps all their data private and in-house. It is not for sale.

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    EldritchKevin Draper
    5/09/16 10:29am

    Places like Facebook and Tumblr that auto play videos count scrolling by them for three seconds as a “view”. Of course the numbers are horrifically inflated. Facebook also has a huge free booting problem, where people reupload someone else's content from YouTube and get a ton of views for it while the creator gets nothing. Hank Green, noted Youtuber, has written a few articles about stolen, monetized content and Facebook just shrugs.

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      nothankssallieEldritch
      5/09/16 11:23am

      This is changing, Facebook is creating a rights management cms that would allow video assets to be fingerprinted for infringement and claiming - similar to youtube.

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      WhatWouldBillMurrayDoEldritch
      5/09/16 11:31am

      Autoplay videos can burn in hell. Looking at you Gawker, ESPN, Facebook and every single other site on the internet, apparently.

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    ThenSAKevin Draper
    5/09/16 10:19am

    BuzzFeed, and of course talked about their wildly successful rubber band watermelon explosion, watched by 807,000 people at its peak on Facebook Live.

    For context, last year CNN averaged 712,000 viewers in primetime.

    Should we really be comparing hard hitting news and journalism to something as silly, trivial and ephemeral as CNN?

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      the johnKevin Draper
      5/09/16 10:51am

      If I click on a link and land on a video:

      GIF
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        MWarnerMKevin Draper
        5/09/16 2:06pm

        Yeah, we get it Gawker. You and Buzzfeed are mortal enemies.

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          VanNostrandKevin Draper
          5/09/16 10:21am

          Then why must there be so much clickbait

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            MBCockKevin Draper
            5/09/16 10:14am

            TRUE. JUST ASK HULK HOGAN.

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