Introducing Clearstream: Auditing and Evaluation for Online Video Venues

CHICAGO, Jan. 25, 2012 /PRNewswire/ -- The Internet is the broadest, most targeted, immediate and pervasive media channel ever created. It's also the most unorganized. Since anyone can create and host a Web site, major advertisers face a daunting problem: how to achieve the broadest reach possible for their commercial videos while avoiding video streams with low quality, unsuitable content or poor placement.

Clearstream, a new company founded by experienced executives within the advertising and online industries, is solving the challenge. Based in Chicago, Clearstream is taming the "Wild West" of online video advertising by instituting a strong, trustworthy standard for measuring the quality and content of video. Finally, agencies and brands can achieve their reach and targeting goals through appropriate, verifiable online placement.

"After CBS, NBC, ABC and Hulu, online video inventory quickly turns into one big blind spot for marketers," said Brian Mandelbaum, co-founder of Clearstream and a veteran of Razorfish, Saatchi & Saatchi, Cramer Krasselt and AdoTube. "Online display advertising already has trusted audit and analytics in place. But there is a strong need for rating standards among sites suitable for paid video content. Clearstream has assembled the technology, financial support and business credibility to make it happen."

Many Web sites today, based on superficial or second-hand information, seem suitable for video-based advertising when in fact they are irrelevant, low quality, poorly positioned for video streaming, or carry content unsuitable or objectionable for a particular brand. Some incentivize video viewing or place them in banners, within social gaming, or in other situations that compromise the advertiser's intent.

To provide transparency and even education to the market, Mandelbaum and the Clearstream team are establishing the standard Clearstream Score—a "seal of approval" for online site inventory. The score is comprised of two components: a Video Quality Rating and a Content Index. Expressed as two numbers ("900/110", for example), the Clearstream Score provides verifiable assessment of publishers' quantitative and qualitative power, as well as how well the content matches advertisers' specifications.

Clearstream has quickly found support from media executives and brand managers through the advertising industry. According to Mandelbaum, the ability to bring online video closer to the TV buying experience is a primary reason. "For the Procter & Gambles of the world to get comfortable with online video, they have to have the same level of confidence as with a television buy," he noted. "That's something we can provide."

Clearstream certifies at the request of brands, online publishers and video networks who wish to have third-party evaluation. Once certified by Clearstream, video streams are classified and accountable as trusted venues for sponsorship and other paid video content. Clearstream provides post-buy analysis and reports to agencies and their clients that accurately measure the campaign's success against its stated goals.

Clearstream's audits extend to premium in-stream, in-banner, in-game, auto-play, high definition, device targeting and below-fold placements. It factors in over 150 active data points in scoring.

"Ultimately there needs to be a standard in video advertising. Something that helps decision makers evaluate video as well as provide comfort to the brands that invest in the space," said Daniel Pineda, Media supervisor at Cramer-Krasselt/Chicago. "Accountability and transparency into real value are increasingly important."

To learn more about Clearstream, including its methodologies and range of subscription services, log on to www.clearstream.tv.

About Clearstream:
Chicago-based Clearstream offers the most comprehensive and verifiable standard of quality for online video advertising site inventory. The company takes the risk out of online video placement for major advertisers and their representatives by auditing sites for content quality, domain trust, viewership, delivery quality and other key success factors. Its Clearstream Score is quickly becoming the critical benchmark in the online video segment. Visit www.clearstream.tv for more information.

SOURCE Clearstream