Question 3 (33 out 100 points) ) As a formidable competitor to TV commercials, online videos now command increasing advertising spending and offer comparable effectiveness. One of the apparent advantages of online video ads is the potential to measure their impact more precisely. However, the diversity of platforms and the metrics they report present challenges for marketers. For decades, TV viewership was measured primarily by one company, Nielsen, and expressed as relatively straightforward ratings - a currency upon which 30- and 60-second television ads were bought and sold. Digital video combines more precise measurement with a vast proliferation of metrics and formats: videas viewed live, or later; on phones, computers or other devices with obvious intention, after a search, or more incidentally, as in a feed filled with other posts; for seconds, minutes or hours. Further, a basic universal metric - the video view is measured differently. Facebook counts a video as viewed after it has played for just three seconds, as do Twitter and Instagram. Snapchat, which does not publicly display the number of views, counts users' posts as viewed after one second, Vimeo, which hosts videos that can be much longer,counts a view instantly, as does Twitch, on which broadcasts can last hours. YouTube has never fully disclosed its methods for counting views, but industry insiders have divined that it is somewhere around 30 seconds. Based on your class readings and your personal and professional experiences, - Discuss whether the effectiveness of online video advertising should be measured in a uniform way for budget efficiency or whether it should take into account nuances of cach channel - Support your argument with examples Note: Each answer should not exceed 2 pages