Visible Measures Launches Engaged Viewing Time Metric

Social media video measurement specialist Visible Measures has launched a new metric called 'Engaged Viewing Time', to help brands and marketers assess and increase the ROI of their branded video campaigns.

The new solution launches in the wake of last week's news that using a metric called 'average duration of video viewed', Facebook overestimated the average length of time spent viewing a video ad by as much as 80 per cent, by not including the huge number of viewers who had watched for less than three seconds.

Visible Measures says measuring the actual time spent in video is a far more effective metric than simply looking at ad impressions. Its new metric has been developed to enable brands to compare their video performance and ranking versus competitors across 250+ industry categories. To calculate the Engaged Viewing Time, the firm analyzed viewership data from thousands of campaigns across platforms such as Facebook and YouTube, and created platform-specific algorithms that allow the company to estimate viewing time for every video asset on those platforms.

CEO Brian Shin (pictured) explains: 'Because major platforms like YouTube, Facebook, Twitter, Snapchat, and others all calculate video views differently, new metrics are needed. We are enabling marketers to go beyond ad impressions to measure the consumer attention of their campaigns, to get a much more comprehensive measure of impact'.

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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