0900 omma metrics seraj bharwani

VisibleMeasures.com | © Copyright 2012. COMPANY & CLIENT CONFIDENTIAL - DO NOT DISTRIBUTE.

Visible Measures Corporation – The Analytics & Advertising Platform for Social Video

Making User Choice AccountableSeraj Bharwani, Chief Analytics OfficerOMMA Metrics & Research

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2VisibleMeasures.com | © Copyright 2012. COMPANY & CLIENT CONFIDENTIAL - DO NOT DISTRIBUTE.


Lin - Metrics

STATS MIN FG% REB AST BLK STL PF PTS

This Game 33 0.333 7 8 0 3 5 13

Previous 10 Games 35.7 0.500 3.6 8.4 0.2 2.0 1.8 22.7

February 35.5 0.500 3.6 8.4 0.2 2.0 1.8 22.7

vs. New Jersey 36.0 0.526 5.0 7.0 0.0 2.0 3.0 25.0

In Wins 27.4 0.527 3.0 7.3 0.3 1.5 1.7 17.9

In Losses 12.3 0.364 1.3 2.2 0.0 0.8 1.3 7



Brand Marketers Are Drowning in Data



Brands Have Metrics Envy



User Choice is a Pre-requisite to Social Video Viewership

ChoiceShare of Choice:

The brands consumers choose to watch

InterruptionShare of Voice: The brands that spend the most



Branded Video Content as Entertainment or Education

Apple: FaceTime

Evian: Roller Babies

KotexGet Real

Old Spice: The Man Your Man Could Smell Like

Gillette:Uncut, Will.I.Am

Orbit:Dirty Shorts, Prom Date

Frito-Lay: A Woman's World

American Express Open: Richard Branson

Betty Crocker: Dinosaur Birthday Cake

Pantene: Stylish Short Hair

TV Commercial Creative - Short Form

How-To Creative - Long Form

Web-Only Entertainment/Creative

Orabrush:Bad Breath Test

Intel/Toshiba:Inside



Branded Content Within Editorial Spaces

Branded Content



True Reach Aims to Simplify The Chaos of Choice in Video

True Reach accounts for Paid and Pass-Along Views

Facebook

Twitter

Email

IM



Social Video Accountability – A Timeline

Year 1In-Player Tracking

Year 2Relevant Metrics

Year 3Benchmarks

Year 4Impact Research

Year 53rd-Party Validation

Census-Level Data

•True Reach•Engagement

Share-of-Choice •Reach Efficiency•Brand Effectiveness

MRC Accreditation



Stage 1On & Off-Network Tracking

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Patented Measurement Platform

- Audience Engagement- In-Player Tracking- Play-through, Rewinds, Time-spent, - Unique views

EMBEDDEDPLAYER

- True Reach- Viral Reach Database- Placements, views, ratings,- comments (original, copies,- derivatives)

VMCDATA

WAREHOUSE



Stage 2Engagement & True Reach

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Audience Engagement

Active behavioral measurement of audience retention and engagement with published content

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The Engine of True Reach:Video Discovery Across Hundreds of Sites

Signature-Based Matching

Exact Copies Partial Matches

Derivative ContentMeta Tagging

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Understanding True Reach

QuickTime™ and aMicrosoft Video 1 decompressorare needed to see this picture.

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Visible Measures Analyst Desktop

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Nike HyperDunks:True Reach



Stage 3Norms & Benchmarks

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Men’s Health and Beauty:Share of Choice



Stage 4Impact on Brand Outcomes

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Metrics Quantifiable into Advertiser-Relevant Outcomes (KPIs)

Media Behaviors Outcomes (KPIs)Paid Traditional and

Digital

Paid Social

• Engage (Time Spent)

• Create (UGC Content)

• Share (Pass-along)

• Vote • Watch (Counter on YouTube)• Likes (Counter on Facebook)

• Endorse• Comment• Tweet• Blog/vlog

• Brand Performance• Awareness• Sentiment• Favorability• Preference• Purchase Intent• Traffic• Web• Stores/Super-market/Dealers• Transactions• Promotion Effectiveness• Test Drive/Sampling• Purchase

Paid PRBenchmarks

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True Reach and Aided Awareness for Blockbuster Films

Tru

e R

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ch

Aided Awareness Aided Awareness

Tru

e R

ea

ch

- Conflicting variables make true correlations challenging

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But There Was No TV Media Running with this Automotive Campaign

+20%



Stage 5Validation: MRC Accreditation

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MRC Accreditation Lessons

- Holding oneself up to industry leaders like Nielsen and Arbitron is hard work 12 month process

- Knowing how to do something ≠ teaching an auditor how to do something

- Great suggestions come from scrutiny and testing

- Industry experts will invest time and energy to get reliable metrics



Q&AIs Jeremy Lin a flash in the pan or a legend?

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