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Visible Measures launches tool to forecast future video trends
Boston-based company says its Industry Forecaster is the first of its kind.
Video analytics service Visible Measures is out today with a new tool that allows brands to see the future of competitive video campaigns and plan accordingly.
The new Industry Forecaster is available in the premium version of its True Reach Planner video benchmarking and planning platform, which tracks viewings, shares and other performance measures of video content or video ads released by more than 7000 brands in 240 industry verticals on the web or in apps.
The company said the new capability is the “first predictive video analytics tool for media planning.” It extrapolates future trends of video viewership 30 to 60 days out, based on five trillion data points from half a billion videos reaching back seven years across 600,000 online properties. This data covers historical performance, brand momentum and the performance of videos from competitive brands.
CEO Brian Shin told me that, via the platform’s API, the forecasting can range as far as three months out.
“Marketers tell us they’re flying blind,” he said, “and now we’re providing the GPS.”
With the prediction of competitive video activity from major competitors, as well as “total noise” levels that represent a sum of all activity over time, a brand can determine the spending level it will need to compete, whether it wants to launch the video effort during ebbs, the dominant video campaigns in the near future, adjustments needed for season trends, and other factors that can affect marketing decisions.
Here’s a screen from Industry Forecaster. The dotted line to the right is the forecast: