Visible Measures, the video platform and analytics provider, has announced the Center of Excellence (COE) for Cross Media Impact, a research center focused on reporting the business impact of choice-based video campaigns run in concert with existing mainstream media like television or online video advertising.

What will it do? "Help brands and agencies better leverage TV and online video advertising campaigns with choice-based media like branded content to drive greater consumer engagement and ROI," said Visible Measures Chief Analytics Officer Seraj Bharwani. "Gaining cross-media and cross-screen insights is top-of-mind for brands and agencies as they all want to know how to best use traditional media in conjunction with all things digital and social.

First among its research is The Super Bowl Pre-Game Report, which quantifies the overall effect of online socialization prior to game day. Visible Measures estimates campaigns promoting content prior to game day generate, on average, nearly 600% more views than those that don't. The average Super Bowl campaign that released assets before the game generated 9.1 million views as of one month after the game. Campaigns that launched video assets on or after game day drove just 1.3 million views.

All data insights from Visible Measures COE for Cross Media Impact are generated from the company's patented Visible Measures platform, which it claims touches more than 380 million video viewers every month, and has the broadest video data footprint on the web. The platform has thus far measured over 3 trillion video views, 500 million videos, and 10,000 video advertising campaigns

Procter & Gamble, for one, is sold on the Center's capabilities. "The insights we’ve derived from Visible Measures' Center of Excellence for Cross Media Impact have shown us how TV and branded content complement each other in a measurable fashion," said Dominic Iacono, Brand Manager at P&G. "Our campaign featuring [NFL linebacker] Patrick Willis, Trust Your Power, is a great example of how P&G has leveraged cross-media insights from Visible Measures to engage and inspire the consumers." The campaign launched in September, with a cross-media presence on TV, Facebook and YouTube, where it has reached about .25 million views to date.

The Visible Measures COE for Cross Media Impact uses unique and some proprietary methods of campaign execution and media flighting which the company claims allows brands to truly understand how television and branded digital content combine to shift both brand perceptions and behaviors leading to better accountability and ROI of incremental advertising investments.