True Reach® Combines YouTube and Facebook Video Viewership for the Industry’s Most Comprehensive Video Metric
27 January 2015 - 1:00AM
Business Wire
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.
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fama PRGail Scibelli, 617-986-5019visiblemeasures@famapr.com