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.”