Visible Measures' Online Video Metrics Receive Media Rating Council Accreditation

February 21, 2012

Accreditation affirms MRC Standards compliance of company's methodology for tracking paid, owned, and earned media video performance online

BOSTON, Feb. 21, 2012 -- Visible Measures, the analytics and advertising platform for social video, today announced that the Media Rating Council (MRC), the industry group that audits and accredits media measurement services, has voted to grant accreditation to a range of Visible Measures' metrics for digital video, including True Reach(SM) Views, a first-of-its kind metric that provides a complete view of video campaign performance online, including paid, owned, and Earned Media. Visible Measures also received accreditation for its View Period, Engagement Score, and Completion Rate video metrics.

"For the first time, consumers are actually choosing to watch, share, and evangelize video advertising, and brand marketers need a way to quantify all the resulting Earned Media. With MRC accreditation, Visible Measures' video metrics are the first in the world to provide industry-approved paid, owned, and Earned Media measurement for online video advertising," said Visible Measures founder and CEO Brian Shin. "We believe that the social consumption and sharing of branded content affords entirely new opportunities for marketers. Our unique ability to measure and amplify the complete performance of a social video campaign helps marketers understand and optimize for true ROI."

MRC accreditation certifies that Visible Measures' True Reach Views, View Period, Engagement Score, and Completion Rate measurements comply with the MRC's Minimum Standards for Media Rating Research. Through its accreditation process, the MRC vets, audits, and approves advertising metrics. The MRC seeks to secure for the media industry and related users, audience measurement services that are valid, reliable and effective and, in addition to compliance with MRC's standards, ensure that the product's methodology, metrics and reports adhere to industry-accepted guidelines for digital measurement (i.e., the Interactive Advertising Bureau's applicable Measurement Guidelines).

"The MRC applauds Visible Measures for successfully completing the accreditation process for its True Reach Views, View Period, Engagement Score, and Completion Rate statistics," said George W. Ivie, Executive Director and CEO of MRC. "Visible Measures' True Reach Views represents a new measurement approach for video that incorporates data from several sources, and MRC accreditation indicates that this process complies with the MRC's standards, a recognized benchmark for quality and disclosure."

Visible Measures' True Reach Views enables advertisers and agencies to track the performance of their paid, owned, and Earned Media assets across the Web. True Reach combines these media assets into one overall metric for a campaign, providing a complete view of campaign performance. True Reach accounts for clips uploaded by the brands and their agencies as well as clips driven directly by audiences. Audience-driven clips include copies of the original brand video reposted on hundreds of video-sharing sites, blogs, and social media sites. They also include mixes, mashups, spoofs, parodies, responses, and more.

"Now that Visible Measures has received MRC accreditation for True Reach measurement, social video and Earned Media are one step closer to having a standardized metric," said Scott Sorokin, Global Digital Leader at Mindshare. "This is particularly important for media agencies because the ability to measure the complete performance of a marketing campaign is critical for our clients."

In addition to True Reach Views, Visible Measures' View Period, Engagement Score, and Completion Rate video metrics have also received accreditation. The View Period metric tracks each video viewing experience, which may encompass several actions across multiple clips. The Engagement Score reflects the cumulative time all viewers spend with a particular video clip. The Completion Rate indicates how often viewers watch a specific clip to the end.

"With brand marketers creating content and audiences sharing and evangelizing it, it's more important than ever before to understand complete campaign performance across paid, owned, and Earned Media," said Rishad Tobaccowala, Chief Strategy and Innovation Officer of VivaKi. "Through this MRC accreditation, Visible Measures is providing advertisers and agencies the first set of industry-approved social video and Earned Media metrics."

About MRC

The MRC is a non-profit Industry association established in 1964 composed of leading television, radio, print and internet companies, as well as advertisers, advertising agencies and trade associations whose goal is to ensure measurement services that are valid, reliable and effective. Measurement services desiring MRC accreditation are required to disclose to their customers all methodological aspects of their service; comply with the MRC Minimum Standards for Media Rating Research; and submit to MRC-designed audits to authenticate and illuminate their procedures. In addition, the MRC membership actively pursues research issues they consider priorities in an effort to improve the quality of research in the marketplace. Currently approximately 70 research products are audited by the MRC. Additional information about MRC can be found at http://www.mediaratingcouncil.org .

About Visible Measures

Visible Measures is the analytics and advertising platform for social video. Designed from the ground up to meet the unique challenges of measuring and delivering social video advertising, the company's patented platform powers the Viewable Media choice-based video ad network. Visible Measures provides its customers and clients with unprecedented visibility into the performance of paid, owned, and Earned Media placements and engagement in social video. The company's True Reach(SM) measurement is the world's first paid, owned, and Earned Media metric to be approved by the Media Rating Council. 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 charts, please visit http://www.visiblemeasures.com.

Contact:Visible MeasuresMatt Fiorentino617-482-0222mfiorentino@visiblemeasures.com