Visible Measures Receives MRC Accreditation

US-based video analytics firm Visible Measures has received Media Rating Council (MRC) accreditation for a range of its metrics, designed to track paid, owned, and earned media video performance online.

Boston headquartered Visible Measures provides services to help users measure video content consumption and viral distribution. In November, the firm was granted a patent for a methodology which determines the viewing time of an online ad.

Metrics now accredited by the MRC include the company's 'True Reach Views', which enables advertisers and agencies to track the performance of their video assets across the web, in order to deliver a 'complete view' of campaign performance. The tool accounts for clips uploaded by the brands and their agencies, as well as those driven directly by audiences - such as mixes, mashups, spoofs, parodies, responses, etc.

George Ivie, CEO of MRC, says that the 'True Reach Views' tool represents 'a new measurement approach' for video incorporating data from several sources.

Additionally, Visible Measures has received MRC accreditation for three other methodologies - the 'View Period', which tracks each video viewing experience; the 'Engagement Score', which reflects the cumulative time all viewers spend with a particular video clip; and the 'Completion Rate', which indicates how often viewers watch a specific clip to the end.

Founder and CEO Brian Shin comments: 'With MRC accreditation, Visible Measures' video metrics are the first in the world to provide industry-approved paid, owned, and earned media measurement for online video advertising. Our unique ability to measure and amplify the complete performance of a social video campaign helps marketers understand and optimize for true ROI.'

Web sites: www.visiblemeasures.com and www.mediaratingcouncil.org .