Big ideas, need for metrics?
In this great post, Tim Leberecht discusses conversational brands, the talk at the Conversational Marketing Summit, the end of the "click" (or in the video world the "view") as a key metric, and the need (or fear) of standardization in metrics. In a wide ranging discussion that hones in on the need for next-generation measurement and standards, Visible Measures is actually the only measurement firm highlighted, which was very nice (and timely) of Tim.
Tim called us out specifically for our ability to proactively discover and follow the viral spread of a campaign as well as of a campaign's derivative works (eg. video submission contests or responses) or viral commentary to measure a campaign's "True Reach". We have been building this massively scalable "Viral Reach Database" for over a year now (we're up over 80 million videos in our system and can follow video across the top 150 video sites), and we are excited to be able to leverage it to provide insights to marketers and agencies. It's not the iPhone 3G, but it's cool (and fun) to us!