NEWS21 February 2012

MRC accredits Visible Measures’ online video metrics

North America Technology

US— The Media Rating Council (MRC) has accredited Visible Measures’ online video measurement metrics, including the ‘true reach’ score, a measure of the total audience exposed to an online video campaign.

Other metrics accredited by the MRC are ‘view period’ (which tracks the single block of time a user spends watching various videos), ‘engagement score’ (how long viewers spend with a particular clip), and ‘completion rate’ (how often viewers watch a clip to the end).

Visible Measures boss Brian Shin (pictured) said: “Consumers are actually choosing to watch, share, and evangelise video advertising, and brand marketers need a way to quantify all the resulting earned media.”