Online Video Benchmarking Unveiled

US-based video analytics firm Visible Measures has launched a web-based application for benchmarking online video ad campaigns and content performance.

Since it was formed in 2005, Visible Measures has raised about $19m in venture funding to further develop its technology, including an undisclosed amount from DAG Ventures last October.

Its new 'Trends' solution has been designed to provide brand advertisers, agencies and movie studios with campaign performance metrics for industry-level and cross-campaign comparisons.

The system enables organizations to perform industry-wide comparisons across hundreds of campaigns, and access a diverse range of effectiveness metrics, including total online viewership, comments, placements and demographic summaries.

In addition, it features three online video performance data sets:

• Social Video Campaigns - covering hundreds of brand-driven online video ad campaigns
• Online Film Trailer performance - covering both in-market and previously released movies
• 2010 Super Bowl Ads - collecting online performance data for this year's event.

'With Trends, organizations can better understand the effectiveness of their online video advertising campaigns and compare their performance against historical norms, competitors in their industry, and against campaigns targeting similar demographic audiences,' stated founder and CEO Brian Shin.

Web site: www.visiblemeasures.com .