Visible Measures Introduces Consumer Attention Measure

US-based video analytics firm Visible Measures has launched a suite of measurement and analytics tools called True Reach Planner, to provide an understanding of consumer attention across video ad content and on competitor spend.

Visible Measures was founded in 2005 and provides metrics which help clients measure video consumption and viral distribution, along with its Fabric video and native ad targeting platform. In February, it launched a '100% viewable video' solution, which it claims guarantees the MRC and IAB viewability standard of 50% of pixels in-view for at least two continuous seconds.

Its new True Reach Planner solution, which is part of the Fabric platform, provides a view of how consumer attention is distributed across video ad content promoted by 4,000 brands during any given period, and as far back as 2013. Buyers can get insights into their 'share of attention', which is the measure of how much consumer attention a specific brand captures relative to its competition over a specific time period. The company has also developed algorithms to provide estimates of video ad spend across these same brands, and through a 'share of spend' option, this can be analysed over any time period.

CEO Brian Shin (pictured) comments: 'We've found that across the board, global brands are asking the same questions: how much consumer attention are my competitors capturing, how much are they spending, and how much investment is required in order to rise above the noise in my industry and improve my share of attention. Based on this need, we launched True Reach Planner to offer video ad buyers an intelligence platform to guide brands' investment strategies and decisions around video advertising.'

Web site: www.visiblemeasures.com .

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.

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