Visible Measures, Dynamic Logic Ink Online Ad Research Deal
Online video measurement firm Visible Measures struck a partnership with online ad research firm Dynamic Logic to measure the branding and behavioral impact of online video advertising, the companies announced today.
Dynamic Logic measures marketing effectiveness and Visible Measures provides detailed data on online video viewing. The partnership has the potential to offer more detailed insight into the growing online video market.
Advertising experts have said that specific and detailed measurement of online video will help grow the market.
Advertising in streaming video is the fastest-growing segment of the interactive ad market and should hit sales of $7.2 billion in 2012, according to Forrester Research. That’s up from $471 million in 2007.
Visible Measures also introduced Visible Campaign, a new tool that measures the viral reach and audience engagement of Internet video ad campaigns. Visible Measures will do this by tapping into a database that tracks video performance of 80 million unique videos on 150 video-sharing sites. The tool will measure how audiences engage with campaigns on those sites.