True Reach Measurement: Illustrated

1. Video Placements

Placements are the individual instances of videos associated with a given campaign, each with a unique URL. The more placements a campaign has, the more copies of campaign-related videos exist across the universe of video-sharing sites. Placements can be divided into brand-driven seeded placements and community-driven viral placements.


Seeded Placements: Seeded, or original, placements are the clips the content creator uploads.  Only the creator – brands, studios, agencies, individuals – of the content can upload original content.

Viral Placements: Viral placements are all the videos that are connected with original content that come from anyone other than the content creator.  It comes in two forms: copies and derivative works. Copies are duplicates of the original content uploaded by anyone other than the content creator, unchanged in form. On the other hard, derivatives are the community responses to original content, including  spoofs, parodies, remixes, and mashups. 

2. Video Views

Video views measure the aggregate audience reach across all of the campaign-related placements. Views can be categorized according to their underlying placement type: seeded views and viral views.

Seeded Views: Any views originating from videos uploaded by the content creator.

Viral Views: Viral views originate from viral placements – copies and derivative works.  When a viewer watches a spoof of a campaign, it counts as a viral view.

3. Sentiment Analysis

Sentiment analysis investigates how the audience posts comments on the campaign placements and can reveal attitudinal trends that are difficult to discern otherwise. As part of our True Reach measurement, Visible Measures collects and analyzes every comment and rating associated with the campaign. One output of this analysis is a concise snapshot of the 50 most frequently used comment terms, which can be helpful in gauging the overall emotional response for the campaign.

Supercharge Your Next Video Campaign