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Visible Measures' blog has proved to be one of the most important elements of the company's Internet marketing plan. The blog is updated about 10 times a week—usually by the CEO—with videos and pithy posts (a recent one highlighted a video parody of a Batman/Iron Man throw-down), and has become the most highly trafficked area of the company's site.
The MITX What's Next Forum & Technology Awards recognizes innovative technologies developed in the New England area, as well as the individuals and organizations responsible for driving these advancements.
Video-tracking tools let advertisers tailor their messages for specific audiences or test a variety of pitches before committing to an ad strategy, said Matt Cutler, vice president of marketing and analytics for Visible Measures, which is two years old.
“Internet video is a lean-forward experience. The audience is watching with their hand on the mouse, ready to click away as soon as they lose interest,” says Matt Cutler, vice-president of Visible Measures, a company that tracks online behaviour.
Matt Cutler, vice-president of Visible Measures, a firm that measures the effectiveness of online advertising, acknowledged that the science of converting traffic into advertising dollars still "early and emerging".
Boston may take a back seat to Los Angeles and New York as a locus for TV, film, and video production, but it’s front and center when it comes to the array of technologies that go into publishing and monetizing video content on the Internet.
Perhaps Matt Cutler, VP of marketing and analytics at Visible Measures, put it best when he commented that the whole point of a half-day debate event is that there is nothing definitive yet, because if there was, the conference would have lasted all of 15 minutes.
We are the only solution on the market today that allows video publishers to make data-driven management decisions about their content portfolios, distribution strategies, and audience targeting... video advertisers can know not just that their placement was viewed, but how much the audience was involved in the message and then map results to specific campaigns.
The year-old company aims to market its video metrics to Web advertisers, content providers and site operators. "What we're trying to do is measure all Internet behavior across all Web sites in all videos and we're trying to do it in real-time," said [Brian] Shin.
Visible Measures Inc., another Boston-based company that makes traffic and viewing measurement applications for online video, also raised a second round that included General Catalyst, this time for $13 million
By integrating its technology with Flash players, the company can track the number of times a video clip has been viewed, accumulated viewing time, and where the video has been distributed on the Web.
Visible Measures... collects information on every viewer of every video, making it possible to see which sites boost the video's popularity the most.
Visible Measures can give creators information on how viral their video is and how much it engages its audience. It demonstrated how the well known World of Warcraft Toyota ad lost 20 per of its audience online before the truck actually appeared.
Video is one of the biggest opportunities on the Web, but it is also one of the biggest black holes. Just because someone hits play on a Web video doesn’t mean they watch it all the way to the end.
Visible Measures... leverages the phenomenal growth of Internet video and attempts to make sense of audience behavior while watching videos.
Boston-based Visible Measures... lets Web sites track how viewers play their videos: where they pause, what they rewind to see again.
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