Visible Measures Launches Center of Excellence for Cross Media Impact

Research center to help maximize television and broadcast impact through online video socialization

Oct 23, 2012, 07:00 ET from Visible Measures

BOSTON, Oct. 23, 2012 /PRNewswire/ -- Visible Measures, the innovation platform for video, today announced the Center of Excellence (COE) for Cross Media Impact, a research center focused on reporting the business impact of choice-based video campaigns run in concert with existing mainstream media like television or online video advertising. The COE released its first research paper this morning on the effect of pre-spot socialization and major TV advertising events. Please find the first research report from the COE here:

"Gaining cross-media and cross-screen insights is top-of-mind for brands and agencies as they all want to know how to best use traditional media in conjunction with all things digital and social," said Visible Measures Chief Analytics Officer Seraj Bharwani. "The Visible Measures Center of Excellence for Cross Media Impact will help brands and agencies better leverage TV and online video advertising campaigns with choice-based media like branded content to drive greater consumer engagement and ROI."

"Stretching advertising investments in broadcast television with branded digital video to build greater emotional connection with the consumer is one of the biggest challenges facing advertisers today," said Dominic Iacono, Brand Manager at Procter & Gamble. "The insights we've derived from Visible Measures' Center of Excellence for Cross Media Impact have shown us how TV and branded content complement each other in a measurable fashion, which will open the door to many new effective and efficient advertising opportunities. Our campaign featuring Patrick Willis, Trust Your Power, is a great example of how P&G has leveraged cross-media insights from Visible Measures to engage and inspire the consumers."

Measuring the effectiveness of multi-channel executions has traditionally been challenging for media research professionals. In particular, accounting for cross-channel interactions and assigning credit with proper attribution for individual executions across channels has been difficult at best, if at all possible. Using intercept surveys of exposed and control groups has been a common practice, which generally accounts for the impact within a local channel, although rarely accounts for cross-channel interactions and resultant impact. The Visible Measures COE for Cross Media Impact has developed unique methods of campaign execution and media flighting allowing brands to truly understand how television and branded digital content combine to shift both brand perceptions and behaviors leading to better accountability and ROI of incremental advertising investments.

All data insights from Visible Measures COE for Cross Media Impact are generated from the patented Visible Measures platform. Touching more than 380 million video viewers every month, the Visible Measures platform has the broadest video data footprint on the web. The platform has measured over 3 trillion video views, 500 million videos, and 10,000 video advertising campaigns.

For more information on the Center of Excellence for Cross Media Impact, please visit:

About Visible Measures

Visible Measures is the innovation platform for video. Leveraging its patented, proprietary video analytics technology, the company has developed the largest video data footprint in the world. Visible Measures uses this unprecedented video dataset to power its choice-based video ad network, Viewable Media, which delivers video ads as content while optimizing earned viewership for Fortune 500 brands and agencies. Premium publishers use VidWorks, Visible Measures' revolutionary choice-based video promotion technology, to generate significant new revenue streams. Visible Measures has invented a number of digital video metrics for the advertising industry, including the world's first accredited viewership and earned media metrics, which fuel top video charts for Advertising Age, the Wall Street Journal, Variety, Autoweek, iMedia, Business Insider, and others. To learn more about Visible Measures and its innovation platform for video, please visit

Visible Measures
Matt Fiorentino

SOURCE Visible Measures