New Feature Illustrates Importance of Going Beyond View Count to Measure Viewing Time Across Video Platforms
BOSTON – Visible Measures, the leader in social video measurement and activation, announced the launch of Engaged Viewing Time™, a new metric to help brands and marketers assess and increase the ROI on their branded video campaigns. More and more video advertising dollars are going toward cost-per-view video advertising, but marketers struggle with the fact that “views” are calculated very differently across channels, including YouTube, Facebook, Twitter, and others. Engaged Viewing Time by Visible Measures is the first way to objectively measure viewing time for marketer video content across major social channels.
@visiblemeasures launches Engaged Viewing Time™ capability to increase ROI on branded video campaigns
Measuring the actual time spent in video is a far more effective metric for brands and marketers than simply looking at ad impressions. This is critical because improving your Share of Attention™, which is measured by views and Engaged Viewing Time, directly correlates to increased market share. With the U.S. digital video ad spending predicted to reach over $28B in 2020 and account for over 23 percent of marketing spend, it is an important metric to be considered to maximize budgets.
Since all views are not created equal in the video ecosystem, Visible Measures developed Engaged Viewing Time to enable brands to comparatively measure their video performance and ranking versus their competitors in the battle for consumer attention across 250+ industry categories for an enhanced comparison of campaigns, beyond just looking at the view count. To calculate the Engaged Viewing Time, Visible Measures analyzed viewership data from thousands of campaigns across major 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.
“Marketers have been struggling to determine efficacy and ROI for video campaigns. Because major platforms like YouTube, Facebook, Twitter, Snapchat, and others all calculate video views differently, new metrics are needed,” said Brian Shin, CEO of Visible Measures. “We are enabling marketers to go beyond ad impressions to measure the consumer attention of their campaigns based on True Reach (total paid and earned views across all platforms, including copies and mashups) and Engaged Viewing Time to get a much more comprehensive measure of impact. By looking at the Engaged Viewing Time and True Reach across platforms, marketers can now make informed decisions to see where they will get the most ROI from their video advertising investments.”
Brands and marketers need to focus on attention as they launch their campaigns, and Engaged Viewing Time allows them to see the actual amount of consumer attention that has been captured. A view of a short five-second video that only shows dry facts is not equivalent to the view of a two-minute video that tells a story. Brands need consumers to absorb the message and connect viscerally, which is something that cannot be achieved from watching a few seconds of a muted ad. Visible Measures’ Engaged Viewing Time capability allows for an apples-to-apples comparison of how much time users actually spend engaged with branded video content. With this data, brands and marketers can now understand not only the breadth of a campaign’s reach, but also the depth of consumer engagement.
An example of the importance of measuring Engaged Viewing Time as opposed to just measuring views can be observed through a recent campaign from LG titled “Don’t Miss Your Sweet Moments.” This campaign has a True Reach of over 6M views, with more views occurring on Facebook views than YouTube. But when comparing Engaged Viewing Time, YouTube had approximately six times more viewing time than Facebook. A view count just doesn’t tell the full story.
Engaged Viewing Time is available within Visible Measures’ Fabric platform, and more information can be found athttp://www.visiblemeasures.com/measurement/#attention-views-and-time.
About Visible Measures
Visible Measures, the leader in social video measurement and activation, enables brands to better compete for consumer engagement by maximizing their Share of Attention relative to media spend in video content advertising. The company’s platform is fueled by a massive proprietary dataset, as well as patented programmatic technology that combines five trillion data points to reach more than 500 million unique monthly users across 600,000 web and mobile properties. World class advertisers and brands successfully rely on Visible Measures’ video content advertising platform every day to drive unmatched consumer engagement worldwide. Visit us online at www.visiblemeasures.com or follow us on Twitter @visiblemeasures.
True Reach and Visible Measures and the Visible Measures logo are registered marks owned by Visible Measures Corp. Other company and product names may be trademarks or servicemarks of their respective owners.
