Visible Measures Partners with BETC Euro RSCG to Measure Record-Breaking Evian Roller Babies Internet Video Advertisement

Advertisement named by Guinness World Records as most-watched ever

Dec 03, 2009, 12:50 ET from Visible Measures

BOSTON, Dec. 3 /PRNewswire/ -- Visible Measures, the independent third-party measurement firm for Internet video publishers, advertisers, and viral marketers, today announced that it has collaborated with BETC Euro RSCG to measure the Evian Roller Babies advertisement and compare it against the top-performing ads in online video. Utilizing its patented technology and unique True Reach(TM) methodology, Visible Measures was able to accurately measure the total online viewership for Roller Babies and confirm that it has become the most-viewed online video advertisement in history.

"We were happy to collaborate with BETC Euro RSCG and Guinness World Records in determining Roller Babies' position as the all-time most-viewed brand advertisement in online video," said Visible Measures CEO Brian Shin. "This record speaks to both the ability of viral video to enable brand advertisers to inspire their audiences at scale and the challenges and importance of being able to comprehensively measure the impact."

"We are incredibly excited about this news and grateful that Visible Measures conducted this difficult and unprecedented analysis using their unique and comprehensive data set," said Alexis Thobellem, social media department manager of BETC Euro RSCG. "The performance of the Roller Babies ad exceeded all of our expectations and quickly spread beyond what we could accurately measure internally. Even after the campaign was well-underway, Visible Measures was able to help us benchmark Roller Babies' performance against the most-watched online video ads of all-time and assess its total online reach."

On November 9, 2009, Visible Measures confirmed that Roller Babies had generated a True Reach of over 45 million views. By that point, the ad had spread across more than 1,200 unique video placements and over 30 video destination sites. The data for this analysis was sourced from the Visible Measures Viral Reach Database, a constantly-growing repository of data on more than 200 million videos from over 150 online video-sharing destinations.

"At Guinness World Records, we continuously measure the best performances in the world across a myriad of categories, and when we aren't able to validate results on our own we rely on trusted third-parties to provide us with accurate data," said Guinness World Records Editor-In-Chief Craig Glenday. "Visible Measures has a solid track record for accurately measuring the world of Internet video and collaborating with them has enabled us to determine that Evian's Roller Babies is the record holder for most-viewed online video advertisement of all-time."

The participatory nature of online video has created new challenges for measuring advertising campaign performance. Users are directly involved with both content creation and distribution, which often results in multiple variations of the original ad being spread across the Web. To respond to these new measurement challenges, Visible Measures developed its patented metrics platform, Viral Reach Database, and True Reach methodology, a unique measure of the total audience that has been exposed to an online video campaign - regardless of how widely the campaign spreads or where it appears. As a result, forward-looking brand advertisers leverage True Reach to track Internet video ad campaign performance across the world of online video for a complete view of campaign effectiveness.

About BETC Euro RSCG Worldwide

Renowned for fifteen years as a leading agency in terms of creativity, innovation and effectiveness, BETC holds a unique place in the industry. Named in 2002 'European Agency of the Year' (Ad Age Global) and 'most creative French advertising agency' 11 times in 15 years, BETC has carved out a brand image that is original and resolutely modern for its many clients - Evian, Air France, Peugeot, Canal +, Petit Bateau and Lacoste among others.

BETC regularly wins international prizes for its campaigns and is one of only 10 agencies in the world to be ranked in the Gunn Report for the last seven years in a row. In 2009, BETC was voted 'Agency of the Year' by the APPM (French Magazine Association), for the 4th time in 6 years, and won the Eurobest Grand Prix for film with its Canal+ "The Closet" commercial. Today, the company has over 600 employees.

About Guinness World Records

Guinness World Records is the universally recognized authority on record-breaking achievement. First published in 1955, the annual Guinness World Records book is published in more than 100 countries and 25 languages and is one of the highest-selling books under copyright of all time with more than 3 million copies sold annually across the globe. Guinness World Records celebrated its 50th anniversary edition in 2004, a year after the sale of its 100 millionth copy. Guinness World Records also annually publishes the Gamer's Edition; a records book devoted solely to the world of computer gaming and high score record achievements. The Guinness World Records website ( receives more than 11 million visitors a year. Guinness World Records is part of the Jim Pattison Group, one of Canada's largest privately owned companies which is a conglomerate of interests, including advertising, broadcasting, grocery stores and automotive retailing.

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, the most-watched viral videos of all time, and more, please visit

Visible Measures
Matt Fiorentino

SOURCE Visible Measures