Visible Measures Taps Video Ad Network Veteran to Run Viewable Media

BOSTON, April 4, 2011 /PRNewswire/ -- Visible Measures, the independent third-party media measurement firm for online video advertisers and publishers, today announced that Steven T.A. Carter, formerly of Tremor Media, ScanScout, and Specific Media, has joined the company to serve as General Manager of its new choice-based video ad network, Viewable Media. As part of his responsibilities at Visible Measures, Carter will lead all operations and strategy for the Viewable Media ad network. Powered by Visible Measures, Viewable Media is the world's first video ad network with the capability to both drive and measure user-initiated views and Earned Media.

"The advertising industry has recognized Visible Measures as the leaders in social video advertising and measurement and has been looking to us for a better way to drive brand reach and lift for years now. With Steve at the helm of Viewable Media, we can emphatically answer advertisers' call for a viable and scalable solution for social video advertising," said Visible Measures founder and CEO Brian Shin. "With over a decade of experience at ad networks like Tremor Media, ScanScout, and Specific Media, Steve is a seasoned industry veteran who has an impeccable track record of building ad networks from the ground up. The leadership team Steve has created for Viewable Media will ensure that advertisers will be able to generate unparalleled results for user-initiated views and Earned Media for video ads."

"In my career of building and managing video and display ad networks, advertisers and media buyers have frequently asked about the capability of driving user-initiated video views and Earned Media, but, with no social video platform or dataset available, the industry lacked a viable solution," said Viewable Media General Manager Steve Carter. "But now, with Viewable Media, advertisers and media buyers can buy guaranteed, user-initiated, high quality social video views on demand, designed to systematically drive Earned Media."

Carter joins Viewable Media from Tremor Media, generally recognized as one of the largest online video ad networks, where he was Vice President of Brand Platform. Prior to Tremor Media, Carter served as Senior Vice President, Platform & Product at ad network ScanScout, where he grew annual gross revenues by over 500% over three years. Before ScanScout, Carter was Vice President of Product Development at Specific Media, a media platform company, where he helped grow revenues 1,800% in four years.

Viewable Media's day-to-day ad operations will be led by Eddie Murphy, formerly General Manager of the Eons BOOM Media Ad Network. While at Eons, Murphy grew the ad network's monthly uniques over 900%. Prior to Eons, Murphy managed ad operations for Lycos and Wired.com.

Viewable Media publisher relations will be led by Aaron Kutylo, VP of Publisher Relations. Prior to Viewable Media, Kutylo was Director of Publisher Relations at Visible Measures, where he managed account and partnership development for all tiers of online video publishers and content creators. Kutylo has over eight years of industry experience building relationships with online publishers.

Viewable Media drives user-initiated views and sharing in social video, a segment of online video that allows audiences to watch whatever brand advertising they want. Unlike pre-roll advertising, where ads interrupt content, ads in social video are the content. As a result, audiences choose the ads they want to watch and share, generating the highest impact views for brands available in online video – endorsed brand reach, also known as Earned Media.

Available immediately with performance-based pricing, Viewable Media enables advertisers to drive audience choice and sharing for video ads. To learn more about Viewable Media, please visit: www.viewablemedia.com, e-mail [email protected], or see the corresponding press release.

About Visible Measures

Visible Measures is the independent third-party media measurement firm for online video advertisers and publishers. Designed from the ground up to meet the unique challenges of measuring online video, the company's patented platform powers the Viewable Media choice-based video ad network. Visible Measures provides its customers and clients with unprecedented visibility into the performance of paid and Earned Media placements and engagement in online video. Visible Measures is a member of the Interactive Advertising Bureau's (IAB) Digital Video Committee and the Advertising Research Foundation (ARF). To learn more about Visible Measures and explore its industry-wide charts, please visit http://www.visiblemeasures.com.

About Viewable Media

Viewable Media is the video ad network of Choice for advertisers. The only network designed to systematically drive user-initiated views and Earned Media at scale, Viewable Media is powered by Visible Measures' industry-leading social video database and measurement platform, patented technologies, and Earned Media video algorithms. By driving user-initiated views and video ad sharing, Viewable Media provides its clients with the highest quality views available in online video. To learn more about Viewable Media and its choice-based video ad network, please visit http://www.viewablemedia.com.

The announcement was made during the IAB's 2011 Digital Video Marketplace.

Contact:
Visible Measures
Matt Fiorentino
617-482-0222
[email protected]

SOURCE Visible Measures