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Situation

Hill Holliday, owned by the Interpublic Group of Companies and headquartered in Boston with offices in New York, Miami and Greenville, S.C., is one of the top communication agencies in the nation.  Hill Holliday has won every major award for advertising excellence and effectiveness and has among its roster of clients leading national and regional brands including Anheuser-Busch, AOL, Bank of America, Chili’s Grill & Bar, Cleveland Clinic, Covidien, CVS/pharmacy, Dunkin’ Donuts, Harvard Pilgrim Healthcare, Liberty Mutual, The Massachusetts State Lottery, Novartis, Partners Healthcare, Procter & Gamble, the Rockport Company, Toys “R” Us, TJX Cos. and Verizon Wireless.  Hill Holliday can be found on the Web at www.hhcc.com.

As their clients seek to leverage Internet video as part of their integrated advertising campaigns, Hill Holliday’s client teams design creative content, develop distribution strategies and execute media buys. This is all in efforts to bolster brand awareness, generate buzz and expand their client’s footprint in the digital landscape. For one national advertising client, Hill Holliday is poised to launch Internet video as an integral component of a highly innovative branding campaign.

Measuring audience behavior

While the appetite for Internet video is growing rapidly, forward thinking agencies like Hill Holliday understand that their clients want quality audience interaction and engagement, not just aggregate views. To provide this insight, Hill Holliday has tapped Visible Measures to measure Internet video audience behavior. Using the Visible Measures scalable and flexible audience measurement suite, Hill Holliday and their client will understand:

  • Who is viewing the Internet videos,
  • How and where they are accessing the content
  • What they are doing with the videos (e.g., rewinding segments, forwarding-to-a-friend, etc).

This data will inform future Internet video campaigns and allow Hill Holliday to customize video content and distribution strategies to drive maximize visibility for their client.