Visible Measures Unveils New Solution for Measuring the Effectiveness of Internet Video Advertising Campaigns

BOSTON, June 16 /PRNewswire/ — Visible Measures, the independent third-party measurement firm for Internet video publishers and advertisers, today announced the availability of VisibleCampaign(TM), a solution that measures the true viral reach and audience engagement of Internet video advertising campaigns. VisibleCampaign helps advertisers and their agencies understand the effectiveness of in-market campaigns and make better decisions about future video advertising investments. As part of its ongoing efforts to determine the true value of Internet video as an advertising medium, Visible Measures also announced today that it has agreed to conduct a series of joint projects in collaboration with Dynamic Logic, the leading digital advertising effectiveness research company.

Industry analyst firm IDC recently predicted that, over the next five years, Internet video advertising will be the fastest growing segment of the online marketing industry, expanding sevenfold to more than $3.8 billion by 2012(1). This strong projected market growth is predicated on brand advertisers shifting their advertising investments from traditional broadcast budgets to the emerging medium of Internet video. The industry, however, is only now beginning to explore how to measure the effectiveness of digital video advertising, and standard practices for gauging success have yet to be established. (1) IDC, US Internet Advertising 2008-2012 Forecast and Analysis: Defying Economic Crisis, Doc # 212149, May 2008

“Improved measurability and actionable metrics will empower forward-thinking advertisers and agencies to build the case for more online video advertising,” said Brian Shin, Visible Measures founder and CEO. “Demonstrating the effectiveness of Internet video campaigns will help move brand awareness advertising spend online, which will help drive our industry’s growth and evolution.”

VisibleCampaign gives advertisers and agencies the ability to measure the True Reach(TM) of their online video campaigns, from brand-driven paid placements to community-driven responses and reposts. At its core, the service is powered by the company’s unique Viral Reach Database(TM), a constantly updated repository that tracks video performance of over 80 million unique videos across 150 video sharing sites. As a result, VisibleCampaign can report campaign reach metrics no matter where the campaign goes or how the community responds.

VisibleCampaign also provides detailed measurements that show how audiences engage with video-based campaigns, so advertisers and their agencies can see not just how many times a particular ad was viewed, but whether or not the central brand messages were delivered. 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(TM), which captures every interaction by every viewer in every video and computes critical engagement metrics like message exposure and initial attention.

“Given that consumers are spending more and more time watching — and sharing — video content online, advertisers need to consider how Internet video will factor into their brand-building initiatives,” said Seb Maitra, senior vice president of media, analytics, and search at Hill Holliday. “By coming to the table with focused technology and grounded success metrics, companies like Visible Measures are helping us get our arms around this new medium’s real ROI opportunities.”

Immediately available and priced on both a per-campaign and an annual subscription basis, VisibleCampaign is a technology-enabled service that provides independent third-party measurement of Internet video advertising campaigns. By measuring the True Reach and precise audience engagement of every campaign, VisibleCampaign enables advertisers and their agencies to improve campaign performance in the short-term and make data-driven decision about future video advertising investments in the long-term.

About Visible Measures

Visible Measures is the independent third-party measurement firm for Internet video publishers and advertisers. Our patented approach has been designed from the ground up to meet the unique challenges of measuring digital video reach and engagement. By capturing every video interaction by every viewer in every video, we provide organizations with unprecedented visibility into their online video audiences and how they engage with both content assets and advertising placements. Visible Measures is a member of the Interactive Advertising Bureau’s (IAB) Digital Video Committee and the Advertising Research Foundation (ARF). To learn more about Visible Measures, please visit