Visible Measures and VivaKi Crack the Code on Viral Video

          Visible Measures and VivaKi Crack the Code on Viral Video

Video planning tool developed by Starcom MediaVest Group and Visible Measures
projects earned media performance

PR Newswire

BOSTON, April 29, 2013

BOSTON, April 29, 2013 /PRNewswire/ --Until now, the viral capacity of a
video campaign, and its ability to generate earned media, has relied on an
unspecified combination of art and conjecture. Today, through a partnership
with VivaKi and months of co-development work with Starcom MediaVest Group
(SMG), Visible Measures is empowering the agencies of Publicis Groupe to apply
an equal dose of math and science to the art of viral video.

Central to the solution is a new, online video planning platform called
CONTAGION™, the industry's first data-driven earned media planning and
measurement application for video campaigns. Co-created by SMG and Visible
Measures, the platform builds upon over six years of Visible Measures video
data, benchmarks, and insights to provide planners and buyers the
unprecedented ability to plan, adjust, and project video campaign performance
across paid, earned, and owned viewership opportunities with an unparalleled
level of predictability and repeatability. CONTAGION also allows buyers to
target digital environments that maximize brand impact by identifying and
selecting sites with endemic content, appropriate mindsets, equity and
credibility, and surroundings.

"CONTAGION helps VivaKi agencies optimize earned media exposures by enabling
them to project performance based on different campaign scenarios. Our
agencies can change campaign variables like the budget commitment, offline and
online channel mix, site list, and more, and determine how these changes will
affect overall campaign performance," said Kate Sirkin, Global Research
Director with SMG. "We can also plan for the complete performance of a video
campaign across paid, earned, and owned media channels in one dashboard."

"Visible Measures has been pioneering the optimization of earned media for
years through leveraging our proprietary video campaign benchmarks, insights
and modeling," said Visible Measures Chief Analytics Officer Seraj Bharwani.
"Now with CONTAGION, Publicis Groupe agencies will benefit from Visible
Measures' unique video dataset in one simple dashboard, informing them of the
optimal approach for driving earned viewership for clients, and quantifying
the overall brand impact of each effort with True Reach™, the industry's only
MRC-accredited metric for earned media performance."

The current challenge for brands and agencies in planning, producing, and
launching branded video campaigns is that audiences can choose when and where
they watch branded videos and whether or not they share them, leading to
different levels of earned viewership and overall campaign performance. By
combining video benchmarks and campaign objectives for earned media, CONTAGION
takes the guesswork out of projecting video campaign performance.

"Visible Measures' data allows us to look at factors from prior comparative
campaigns to predictthe potential earned viewership," said Mark Rolland,
Executive Vice President, Global Brand Agency Leader at Saatchi & Saatchi.
"We're excited to have a tool that can help amplify our powerful creative
content and propel it further and faster with the additional, contextual media

Contagion leverages Visible Measures' proprietary video dataset—the broadest
video dataset in the world—which has captured over 10,000 video campaigns, 500
million videos, and 3 trillion video views over the past six years. Core
Visible Measures metrics, such as True Reach and engagement, have been
accredited by the MRC.

There are four distinct use cases involving digital video where agency teams
can use CONTAGION to drive increased exposure and impact from video creative
and associated media plans:

  oEvent Sponsorship: Enhance the reach & engagement associated with the
    sponsorship of an event like Super Bowl, Olympics, NFL, MLB, March
    Madness, World Cup, Master's Golf Tournament, Oscars, and others.
  oProduct Launch: Leverage the full potential of digital video and branded
    content to maximize awareness of a new product, brand extension, new
    model, or any form of product enhancement.
  oBrand Positioning/Re-Positioning: Drive deep engagement with the target
    audience through any combination of tactics ranging from Social TV
    programming, digital portal programming, Web-exclusive entertainment,
    long-form-reality content, and cause-driven programming.
  oProduct Usage/Continuity: Inspire target audience with long-form product
    demonstration, Test-Drives, How-To content, Tools & Techniques, and
    Contests driving on-going engagement with the product and top-of-mind
    awareness for the brand.

The partnership and CONTAGION product are offered exclusively to Publicis
Groupe agencies (inclusive of VivaKi's Audience on Demand addressable media
platform), for the first year, and then the solution will be made available to
the marketplace. Initially, CONTAGION will be a US-centric product offering,
but will potentially roll out to other markets within the next year. Brands
with campaigns run through CONTAGION only pay for views delivered in the US.

"Our goal with products like CONTAGION and partnerships with companies like
Visible Measures is to provide Publicis Groupe clients with first-mover
advantages and pioneering opportunities that give them a competitive
advantage," said VivaKi's Chief Innovation and Strategy Officer Rishad
Tobaccowala. "The Groupe's unique approach to partnerships and open source
development enables us to deliver these advantages and solutions far more
effectively and efficiently than our counterparts who insist on building
everything 'in house.'"

About VivaKi, Starcom MediaVest Group, Saatchi & Saatchi
VivaKi was established in 2008 to accelerate the digital transformation and
expertise of Publicis Groupe and its agencies. Today we are the global leader
in digital advertising solutions, working with the world's leading
organizations to help them navigate the evolving and chaotic consumer
landscape. We achieve this by scaling the products and solutions clients need
today, while incubating the tools they will need tomorrow. Starcom MediaVest
Group is the Human Experience Company. SMG brings brand experiences to life
through three global agency brands: MediaVest, Starcom, and Spark. With nearly
7,300 employees in 110 offices worldwide, SMG partners with the world's
leading companies including The Coca-Cola Company, Kraft Foods, P&G, Samsung,
Walmart, among others. Saatchi & Saatchi is known for its outstanding creative
ideas that generate powerful emotional connections between consumers and
products. This is a key element in Lovemarks, Saatchi & Saatchi's unique
methodology for elevating the status of brands created to create "loyalty
beyond reason" and "inspirational consumers."

About Visible Measures
Visible Measures is the innovation platform for video. Leveraging its
patented, proprietary video analytics technology, the company has developed
the largest video data footprint in the world. Visible Measures uses this
unprecedented video dataset to deliver video ads as content while optimizing
engagement and earned viewership for Fortune 500 brands and agencies. Premium
publishers use Visible Measures' revolutionary choice-based video promotion
technology to generate significant new revenue streams. Visible Measures has
invented a number of digital video metrics for the advertising industry,
including the world's first accredited viewership and earned media metrics,
which fuel top video charts for Advertising Age, the Wall Street Journal,
Variety, Autoweek, iMedia, and others. To learn more about Visible Measures
and its innovation platform for video, please


Visible Measures
Matt Fiorentino

Cheri Carpenter

SOURCE Visible Measures

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