VICE’s currency for measuring impact across channels

As the volume of content available grows, so metrics like viewability and opportunity to see are becoming less meaningful – time is the most valuable metric, according to VICE.

“No one is really waiting for our content,” admitted Rens Verweij, Head of Innovation at VICE Benelux. He’s right. Other than marketing journalists, nobody waits for marketing content. Partly, it’s because there’s so much of it. The unfathomable amount of video uploaded to YouTube every second vies with the limited amount of time that consumers can actually look at screens.

As a marketing proposition, VICE boasts a host of channels from print to its digital video and now broadcast TV. Despite the quality of the videos it creates both editorially and for brands, however, it too has struggled to...

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