BOSTON -- Visible Measures, the independent third-party measurement firm for Internet video publishers, advertisers, and viral marketers, announced the availability of Trends, a Web-based application for benchmarking online video ad campaign and content performance. The Trends application provides brand advertisers, agencies, and movie studios with a full spectrum of critical campaign performance metrics for industry-level and cross-campaign comparisons. In addition to a paid version of the application, a free trial version is now also available.
"With brand perception increasingly shaped by the actions of consumers, our goal is to provide brands, agencies, and advertising sales executives the insights to better navigate this volatile yet exciting landscape," said Brian Shin, founder and CEO of Visible Measures. "With Trends, organizations can better understand the effectiveness of their online video advertising campaigns and compare their performance against historical norms, competitors in their industry, and against campaigns targeting similar demographic audiences."
Trends enables organizations to perform industry-wide comparisons across hundreds of unique campaigns and a diverse range of effectiveness metrics, including total online viewership, comments, placements, and demographic summaries. The client-specific insights driven by Trends have applications in campaign planning and forecasting, concept development, new business pitch support, market research, competitive intelligence, client management, and more.
Three unique online video performance data sets are currently available for the Trends application.
* The Social Video Campaigns collection covers hundreds of brand-driven online video ad campaigns and is designed to help media planners, researchers, creatives, and other advertising professionals benchmark campaign effectiveness.
* The Online Film Trailers collection covers online film trailer performance for both in-market and previously released movies, and has been developed to help movie studios and their agencies benchmark online film trailer performance.
* The 2010 Super Bowl Ads collection covers online performance for the entire flight of this year's Super Bowl ads. This collection will be available for a limited time and is sourced from the company's 2010 Super Bowl Ads online video research study (see accompanying press release).
"The best digital work only happens when we're armed with deep insights into consumer behavior," said Baba Shetty, chief media officer at Hill Holliday. "We're always looking for leading-edge tools that can help unearth those insights. Our teams have been involved in the testing of Trends and we're very pleased with the results."
With hundreds of brand-driven social video campaigns, the Social Video Campaigns collection deploys ad-specific filters to help users identify, for example, automotive campaigns that feature celebrities, or evaluate which beverage ads appeal to women 24-36 years old. The information in this collection can be sorted and filtered by more than 20 industry categories (including apparel, automotive, consumer electronics, financial services, retail, telecommunications, travel, and more), well over 100 brands (from ABSOLUT to Walmart, from Doritos to Nokia, from Starbucks to Toyota, and beyond), more than 100 advertising agencies, and over a dozen creative approaches (including event and stunts, animation, sex appeal, spoofs, and more).
"In addition to tracking the impact of their own video advertising on engagement, attitudes and sales, advertisers and agencies need to understand how their performance compares against competitive brands and campaigns," said Terry Cohen, senior vice president of strategy and analysis at Digitas. "Applications like Trends enable us to monitor the online video competitive landscape across key industries and verticals, and provide us with the data we need to make better-informed campaign decisions."
The Online Film Trailers collection covers more than one hundred movie trailer campaigns and features category-specific filters that provide immediate access to, for example, action films set to release on a certain weekend, or comedies that appeal to men 18-27 years old. The information in this collection can be sorted and filtered by time to release and more than 20 genres (such as action, drama, family, horror, science fiction, and thriller) and movie studios.
The 2010 Super Bowl Ads collection covers every national advertisement that ran during this year's Super Bowl. Like the Social Video Campaigns collection, users of the 2010 Super Bowl Ads collection can sort, filter, and compare campaigns by industry, advertising agency, brand, and creative approach.
In addition to these industry-wide online video performance data sets, Visible Measures is releasing a free public beta for Trends that covers top-performing viral video ads. The Trends public beta is being offered as a service to the online video community at large and provides free access to a growing list of more than 100 of the top-performing viral video ads sourced from the popular Visible Measures Top 10 Viral Video Ads chart.
Immediately available and priced on an annual subscription basis, Trends is a Web-based application that provides independent third-party measurement for ad campaign benchmarking and trending. Available data sets currently include Social Video Campaigns, Online Film Trailers, 2010 Super Bowl Ads, and the free public beta with top-performing viral video ads. Additional industry-wide data sets from other vertical markets will be available throughout 2010. To learn more, watch a walkthrough, or sign up for the Trends free public beta, please visit: www.visiblemeasures.com/trends.
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.
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