The Gold Standard of Online Video Viewership is Now Available to the Public at TrueReach.org

Visible Measures, the leading content advertising company, today announced that its True Reach viewership metric – which combines viewership of a brand’s campaign on YouTube and Facebook, among hundreds of other sites – can now be accessed by the public at TrueReach.org.

For years, brands relied on the YouTube view counter to judge the measure of their videos’ success. But the recent unveiling of public video data on Facebook has shown definitively that YouTube is not the only platform where brands are posting videos or consumers are watching them. A brand that measures viewership only by the YouTube view counter – or any other single platform – is only measuring a fraction of its campaign performance.

The True Reach viewership metric – renowned as the gold standard of online video viewership measurement and used by Ad Age, The Wall Street Journal, Automotive News along with leading brands, advertising agencies, and publishers – provides the most reliable way to quantify viewership associated with online videos by aggregating viewership of a brand’s video content across the web.

True Reach combines the views of a brand’s original video with related user-uploaded content on hundreds of the web’s most visited video sites, including YouTube, Facebook, Vimeo, DailyMotion, and AOL. True Reach includes copies, remixes, mashups, shares, and embeds of a video and is unique in that it captures earned viewership as well as paid and owned viewership.

The inclusion of so many video platforms in one metric provides the most complete picture of a branded video campaign’s impact, something that has often eluded marketers, especially those who rely solely on one site’s viewership metrics, according to Visible Measures CEO Brian Shin.

“Understanding the impact of a video content advertising campaign is analogous to measuring box office results; a film wouldn’t measure success by the results of one theater chain, but rather would look at performance across all venues. Only True Reach provides comprehensive measurement across all points of consumption, the importance of which has only increased with the rise of Facebook as a video distribution channel,” said Shin.

Brand marketers are increasingly looking toward True Reach to measure the true impact of their video content advertising efforts.

One of the best examples of the power of True Reach is Volvo Truck’s viral sensation Epic Split. Were Volvo Trucks to gauge the success of Epic Split only by the YouTube view counter, it would think it was viewed only 77.3 million times. The True Reach viewership of the campaign – which accounts for 697 clips across 6 sites – clocks in at 139.7 million. That’s a 62.4 million-view difference that is only measured by True Reach.

Now the general public will have access to this branded video performance metric, which powers the Ad Age Viral Video Chart and the Auto News Viral Traction Chart, among others, at TrueReach.org.

The comprehensive viewership metrics provided on the site are an unparalleled resource for marketers, who can use it not only to grade their own performance, but also to grade that of their competitors. This is particularly relevant for the upcoming Super Bowl when marketers and consumers alike take an active interest in the success of advertising campaigns.

The use of True Reach during the Super Bowl will also provide the first glimpse as to the impact of Facebook viewership on the performance of big game ads. Since Facebook metrics went public last fall, a few campaigns – like Apple’s The Song – have shown the power of the social network and its potential as a major video platform. Still, few brands are using Facebook for full-length content; those that are posting video on Facebook are posting teaser content, which doesn't perform as well as full-length content. It’s likely that the Super Bowl will be the first event where the majority of advertisers will use Facebook and, therefore, should show how the website stacks up against other video platforms, particularly YouTube.

About True ReachTrue Reach is the first viewership metric in the industry to be accredited by the Media Rating Council. It is used by leading media outlets such as Ad Age, Auto News, Variety, and The Wall Street Journal, among others, when reporting on the latest videos, branded or not.

About Visible MeasuresVisible Measures is the leading content advertising company. Long considered the most trusted source for data and insights on video content advertising, Visible Measures provides an end-to-end solution for capturing consumer attention programmatically through video and native media. Visible Measures works with hundreds of global brands, agencies, trading desks, and publisher clients, which include Procter & Gamble, Unilever, Nestle, VivaKi and Conde Nast. Visit us online at www.visiblemeasures.com or follow us on Twitter @Visiblemeasures.

True Reach and the Visible Measures logo are registered servicemarks owned by Visible Measures Corp. Other company and product names may be trademarks or servicemarks of their respective owners.

fama PRGail Scibelli, 617-986-5019visiblemeasures@famapr.com