Video Ad Metrics and Benchmarking Launched

US-based video analytics firm Visible Measures has launched a solution that analyzes the viral reach and audience engagement of Internet video campaigns. The agency has also partnered with digital ad research firm Dynamic Logic to collaborate on Internet video ad benchmarking.

The new VisibleCampaign solution has been designed to help advertisers and their agencies understand the reach of their video campaigns; from paid brand-driven placements to community-driven responses. At its core, the service is powered by the firm's Viral Reach Database, which tracks video performance over 80 million videos across 150 video sharing sites.

VisibleCampaign also provides detailed measurements that show how audiences engage with video-based campaigns, so users can see not just how many times a particular ad was viewed, but whether or not the central brand messages were delivered.

The firm says that understanding audience engagement makes it possible to detect emerging viewership trends, pre-test content in advance of deploying a campaign, and benchmark performance against other campaigns. This capability is made possible by Visible Measures' Video Metrics Engine, which claims to capture every interaction by every viewer in every video, and calculates engagement metrics like message exposure and initial attention.

'Improved measurability and actionable metrics will empower forward-thinking advertisers and agencies to build the case for more online video advertising,' according to Brian Shin, Visible Measures Founder and CEO.

In addition, the company has agreed to conduct a series of joint projects with Dynamic Logic to create an 'end-to-end view' on how viral reach and audience engagement affect brand recall, perception, and purchase intent. Shin says the collaboration will offer customers the data and insight to make a solid business case for future digital video advertising investments.

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

Since it was formed in 2005, Visible Measures has raised about $19m in venture funding. The firm recently appointed Seraj Bharwani, Evan Berg and Alex Nasson to its business development team.

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