Visible Measures Opens Cross-Media Center

US-based video analytics firm Visible Measures has opened a research center specifically to analyze the impact of choice-based video campaigns - those where a person has to press the 'play' button to watch - against those on mainstream media such as television or online video.

The Boston-based firm, which helps clients measure video content consumption and viral distribution, has developed a patented methodology which determines the viewing time of an online ad. In February received Media Rating Council accreditation for a number of its metrics.

Its new 'Center of Excellence for Cross Media Impact' (COE) has been established to help brands understand how TV and branded digital content combine to shift both brand perceptions and behaviors. All the center's data is generated from the company's patented platform, which reaches more than 380 million video viewers every month, and has so far measured over 3 trillion video views, 500 million videos and 10,000 video ad campaigns.

Chief Analytics Officer Seraj Bharwani (pictured) comments: 'Gaining cross-media and cross-screen insights is top-of-mind for brands and agencies as they all want to know how to best use traditional media in conjunction with all things digital and social. The new center will help brands and agencies better leverage TV and online video ad campaigns with choice-based media like branded content to drive greater consumer engagement and ROI.'

Web site: www.visiblemeasures.com .