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Visible Measures Announces Support for HTML5 Video Measurement

New measurement capability extends consistent video content and advertising performance metrics to video consumed on next-generation mobile devices

Boston(08 Apr 2010)

Visible Measures, the independent third-party measurement firm for Internet video publishers, advertisers, and viral marketers, today announced support for HTML5 video measurement, extending its industry-leading online video performance metrics to provide coverage of video content and ads consumed on next-generation mobile devices, including the Apple® iPad, iPhone®, and iPod® Touch. This first-of-its-kind capability allows digital video publishers and advertisers to receive consistent, standards-compliant video performance metrics regardless of where, or in what format, their video is consumed.

"As our clients look to reach consumers wherever they consume digital video content, HTML5 has become an increasingly important video delivery environment," said Brian Shin, founder and CEO of Visible Measures. "Our mission is to provide today's most innovative video publishers and brand advertisers with comprehensive, actionable performance metrics so they can make digital video investments with confidence. Today we are excited to add HTML5 video measurement alongside our existing measurement capabilities supporting Adobe's dominant Flash technology, Microsoft's emerging Silverlight format, and others."

Visible Measures customers who deploy video content and advertising via HTML5 can now receive the company's complete portfolio of directly measured video performance metrics, including reach, audience engagement, ad performance, content distribution, geolocation, viewer demographics, and more. The patented Visible Measures platform collects data on an anonymous, aggregated basis while providing detailed visibility into audience, content, and ad campaign performance.

"As devices for consuming digital video become more ingrained in the lives of consumers, our industry continues to provide publishers, advertisers, and device-makers with open standards that fuel adoption and innovation," said Bismarck Lepe, co-founder and president of products at Ooyala, a leader in online video publishing and monetization. "Since media buyers depend on third-party metrics providers like Visible Measures to assess ad performance, publishers can now confidently deploy content via HTML5 video knowing that they can continue to deliver consistent, independent performance metrics to their advertiser clients."

"Publishers and advertisers are rapidly embracing HTML5 video experiences to reach valuable audiences on hot new devices such as the Apple iPad," said Jeff Whatcott, senior vice president of marketing at Brightcove, a cloud-based online video platform. "Customers can't realize the business results they are hoping for without consistent performance metrics across their Adobe Flash and HTML5 video experiences, and both Brightcove and Visible Measures share a vision and a passion for making this possible."

To learn more about Visible Measures' support for HTML5 video and other related video delivery technologies, please see www.visiblemeasures.com/supported-video-technology or contact Visible Measures at info@visiblemeasures.com.

About Visible Measures

Visible Measures is the independent third-party measurement firm for Internet video publishers, advertisers, and viral marketers. The company's patented approach has been designed from the ground up to meet the unique challenges of measuring Internet video reach and engagement. Visible Measures provides its customers and partners 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 and explore its industry-wide data for viral video ads, online film trailers, webisodes, automotive, and more, please visit http://www.visiblemeasures.com.