Visible Measures Unveils Ad Network

In the US, video analytics specialist Visible Measures has launched an ad network which will enable advertisers to buy user-initiated views aired in social media videos.

Visible Measures, which uses a patented approach to measure Internet video reach and engagement, last year launched a web-based 'Trends' application for benchmarking online video ad campaigns and content performance.

Its new 'Viewable Media' solution is powered by the firm's social media video database and measurement platform. Founder and CEO Brian Shin says that when advertisers buy user-initiated views, they are enabling audiences to choose to watch their ads, as opposed to broadcasting them with ad formats like pre-roll. This, he says, also increases sharing, which drives 'endorsed brand reach' - also known as Earned Media.

Advertisers who run campaigns on the Viewable Media ad network receive campaign performance measurement from Visible Measures, as well as measures for paid and Earned Media across hundreds of sites and networks.

As part of the launch, Visible Measures has recruited a team of ad industry execs, led by Steven Carter (pictured) - formerly of Tremor Media, ScanScout, and Specific Media - who will serve as Viewable Media's General Manager.

'With over a decade of experience at ad networks, Steve is a seasoned industry veteran who has an impeccable track record of building ad networks from the ground up. The leadership team Steve has created for Viewable Media will ensure that advertisers will be able to generate unparalleled results for user-initiated views and Earned Media for video ads,' adds Shin.

Web sites: www.visiblemeasures.com and www.viewablemedia.com .