Visible Measures' Ad Network Drives Audience Choice
Measuring online video advertising performance is one thing, but driving it? That's the promise made by Visible Measures, which introduces the Viewable Media ad network today. Powered by the Visible Measure platform and the Viral Reach Database (the video analytics system that drives the Ad Age Viral Video Chart), Viewable Media lets advertisers buy user-initiated views in social media.
Buying a user-initiated view means that audiences are given a choice and select the ad they want to watch. Choice-based ads have been shown to perform better than standard pre-roll as viewers are more open to the message they're seeing. Research from VivaKi's The Pool found that brand lift metrics increase from 300 to 450 percent. User-initiated views are also more likely to be shared, the company says.
Visible Measures has recruited a new team to launch the Viewable Media network. Leading the team is Steven T.A. Carter, formerly of Tremor Media, ScanScout, and Specific Media. Carter will be the team's general manager.
"Today, we're taking [our] capabilities to a new level by introducing Viewable Media, the world's first video ad network built from the ground up to systematically drive audience choice and viral spread of video ads at scale," says Visible Measures founder and CEO Brian Shin. "With its industry-leading dataset, patented technologies, and earned media video algorithms, Visible Measures will give Viewable Media the unique capability to deliver superior results for advertisers."
To simplify the chore of gathering and comparing campaign intelligence, Visible Measures has released Trends, a Web-based application for benchmarking online video.
Wed., Feb. 17, by Troy Dreier