Watch all red carpet interviews from Streaming Media West in San Jose.
Visible Measures is a media measurement firm focused on online video and partners with all the largest video publishing platforms and advertising networks to gather data and provide insights and actionability to the major brands and the agencies that serve brands to increase the ROI of their online video advertising campaigns.
I sat down with CEO Brian Shin at Streaming Media West to get his perspective on the current state of video monetization through advertising.
Ad networks and video platforms have to increase the confidence of advertisers so they allocate more budget to online video campaigns. Visible Measures is trying to provide the analytics and measurement tools to help advertisers get a sense of how effective their campaigns are.
Reach is a metric that makes sense to advertisers.
In this respect, Visible Measures tries to give brands a sense of what they call True Reach. For example, when a movie studio is building up to a movie launch, there are multiple types of video that connect the brand to consumers that affect reach, frequency and impact.
- paid media (buying an ad on a site such as Yahoo, ESPN, NBC, CNN.com)
- owned media (promotional video content uploaded by a brand or its agency to drive traffic and audiences to some destination controlled by the brand)
- earned media (social video and viral video – consumers embedding, emailing or remixing a brand video, or creating their own videos inspired by the brand)
- benchmark against relevant competitors
Visible Measures is developing tools to give brands a sense of how they are doing across all these categories.
Each industry (movies, auto, consumer goods, electronics, financial services) has different Key Performance Indicators (KIPs) that it cares about.
Advertisers are open to innovation, especially in a down economy, and are looking for new ways to connect with consumers along with more accurate ways to define and measure success.
