As this new technology becomes more mainstream, organisations like Repucom are working with IVBE in order to create standards within the industry. By valuing the advertising opportunities and then standardising the pricing model, we will help all advertisers to understand the benefits of embedded advertising and to track return on investment more effectively.

Using IVBE’s MP2 Portable Metrics Platform we can prove the value of the advertising activity both pre and post broadcast, whether on TV or online. This provides vital metrics which content owners can use in order to value their media space, and also provides advertisers with the ability to understand the benefit of the marketing activity they are considering. In simple terms, this value is measured using the following key statistics:

• How many seconds of exposure are there?
• How many separate times is the image seen?
• How long is each exposure?
• How big is each exposure as a percentage of the screen?
• Whereabouts on the screen is the brand positioned?
• What is the profile of the audience who is watching?
• What are the expected or actual viewing figures?