• by Gavin O'Malley , Staff Writer @mp_gavin, February 21, 2012

Social video analytics firm Visible Measures knows how to hold an audience’s attention. As its research has found, entertainment value can’t be overestimated. For that reason, consumers streamed Super Bowl ads 500,000,000 times during the four weeks around the big game, according to Seraj Bharwani, Chief Analytics Officer at Visible Measures. (For that reason, too, Bharwani is interspersing his OMMA Metrics keynote with the greatest living attention getter for New York audiences: Jeremy Lin.)

It’s a big day for Visible Measures, which just announced that its Metrics tracking system has been granted industry accreditation for measuring the performance of online video viewed on social media. The Media Rating Council, an industry group that audits and accredits media measurement services, has voted to grant accreditation to a range of Visible Measures’ metrics for digital video, according to Visible Measures.

Bharwani says the company’s Metrics tools can provide its customers and clients with visibility into the performance of their social media marketing efforts. The company’s ability to measure and amplify the performance of a video marketing campaign on social media helps advertisers to be more effective, he said.

Visible Measures just recently closed a $13 million round of financing led by DAG Ventures, along with Advance Publications, the owner of consumer magazine publisher Conde Nast.