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...