Facebook Overestimates Video Ad Views by 60%-80%
Thanks to @Margaret_Marie for alerting us to this news.
Several weeks ago, Facebook disclosed in a post on its "Advertiser Help Center" that its metric for the average time users spent watching videos was artificially inflated.
For the past two years Facebook only counted video views of more than three seconds when calculating its "Average Duration of Video Viewed" metric. Video views of under three seconds were not factored in, thereby inflating the average. Facebook's new metric, "Average Watch Time", will reflect video views of any duration. That will replace the earlier metric.