Visible Measures Introduces Engaged Viewing Time Capability
Visible Measures reported the launch of Engaged Viewing Time, a new metric to help brands and marketers assess and increase the ROI on their branded video campaigns.
Engaged Viewing Time by Visible Measures is the first way to objectively measure viewing time for marketer video content across major social channels.
According to a media release, measuring the actual time spent in video is a far more effective metric for brands and marketers than simply looking at ad impressions. This is critical because improving your Share of Attention, which is measured by views and Engaged Viewing Time, directly correlates to increased market share.
Since all views are not created equal in the video ecosystem, Visible Measures said that it developed Engaged Viewing Time to enable brands to comparatively measure their video performance and ranking versus their competitors in the battle for consumer attention across 250+ industry categories for an enhanced comparison of campaigns, beyond just looking at the view count. To calculate the Engaged Viewing Time, Visible Measures analyzed viewership data from thousands of campaigns across major platforms, such as Facebook and YouTube, and created platform-specific algorithms that allow the company to estimate viewing time for every video asset on those platforms.
"Marketers have been struggling to determine efficacy and ROI for video campaigns. Because major platforms like YouTube, Facebook, Twitter, Snapchat, and others all calculate video views differently, new metrics are needed," said Brian Shin, CEO of Visible Measures. "We are enabling marketers to go beyond ad impressions to measure the consumer attention of their campaigns based on True Reach (total paid and earned views across all platforms, including copies and mashups) and Engaged Viewing Time to get a much more comprehensive measure of impact. By looking at the Engaged Viewing Time and True Reach across platforms, marketers can now make informed decisions to see where they will get the most ROI from their video advertising investments."
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THE DAILY VIEW
Papyrus Joins Forces with Designer Lela Rose
Papyrus is looking to bring the “elegance and style” of fashion to its greeting cards via a new designer collaboration series.
According to a release, the collaboration marks the first time a fashion design house and greeting card brand have joined forces to develop a custom greeting card collection.
Papyrus said it is partnering with American fashion designer Lela Rose to introduce the series. Rose will feature her "sophisticated yet modern style" in the debut card and gift collection, slated to launch during New York Fashion Week. The collection will be available in New York City Papyrus stores and select retailers in September, with availability expanding to all Papyrus locations and retailers in October.
"The fashion designer collaboration series is a celebration of the commitment Papyrus has to the arts, including a focus on the fashion industry, quality craftsmanship and trend-forward design," said Christy Kaprosy, President of Papyrus-Recycled Greetings. "We are delighted to have Lela Rose's elegant line lead the first Papyrus fashion designer collaboration program, and we are excited to bring more fashion designers to our loyal customers in the future."
The company noted the collection, which draws inspiration from some of Rose's recent runway designs, consists of 16 cards and five gift accessories, including gift bags, gift tissue, roll wrap and a gift tag set. It also will be available online at papyrusonline.com
"I'm thrilled to be the first designer to collaborate with Papyrus on their exclusive new fashion series," said Lela Rose. "This is a unique way to showcase our designs, silhouettes and prints, and extend the brand into a new category."
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