When online video watchers pause, rewind, and play, Internet video measurement firm Visible Measures knows. The company has developed software that can be integrated with video players to measure not just video views, but audience engagement.

Once there are standard metrics for online video ads, publishers could
"see bigger ad buys coming online," Visible Measures CEO Brian Shin

Most online ad dollars are currently spent on generating ad clicks, and  most offline dollars are spent on brand awareness
marketing like television commercials, according to Shin. To
demonstrate the effectiveness of brand awareness online, Visible measures works with both
publishers ad advertisers to distribute creative content across 40
video-sharing sites and measure the true reach of viral ad campaigns. 

I interviewed Brian at the AlwaysOn conference last month.

Kelsey Blodget, Associate Producer