What Counts as a Video View? - David Burch, Tubemogul

So, what constitutes a video view? Is it considered a view just when the stream is called up and served to the viewer, even though only a portion of the video is viewed? Does the entire video need to be viewed to be counted? After several years of inconsistencies the online video industry has not yet adopted a standard definition for a view. So to get some insight on this subject I spoke again with David Burch, Director of Marketing at TubeMogul, Inc. According to Burch, while the industry standard is to count a view once someone clicks play, there still is a lot of misconception among media buyers on constitutes a view. Burch says the technology is definitely there and Tubemogul has been putting out benchmark data on video completion rates for some time. Back in 2008, Tubemogul put together a study on What Counts as a View? which identified the differences in view counting among popular video sites. Most of the sites counted any interaction with the video player (full view, 1/2 view, refresh, embed, embedded autoplay) a view and as the report states, "The implications are relevant for video advertisers, content publishers, and those that might seek to artificially inflate the popularity of a given video." Distributed by Tubemogul.