Telemetry delivers online video and rich media content on behalf of global TV advertisers, TV companies, and film studios. This physical delivery allows Telemetry to analyse and cross-verify key campaign deliverables, providing its clients with investment protection and business intelligence. The aim being to affect positive policy change across all sectors intent on progressive online video commercialisation.

It started as The JD Project in the Christmas of 2001 where we decided to combine the disciplines of video game engineering with media analysis. I personally came from a media planning and buying background and I was aware of inherent anomalies of count in online advertising. Patron Saint was developed; around about 2003 was the start of that development, we were building a lot of online video assets at the time and we needed a system that could not only deliver those assets but analyse the commercial ramifications of their performance in real time. Combined with the knowledge that I already had about anomalies it started to make sense that we could build an infrastructure that could handle online video for corporations going forward. By winter 2004 we were heavily involved in the production of groundbreaking online video. We decided to build an online interactive TV channel, which by 2008 had been awarded an International Emmy® Award, mainly for the ingenuity of the approach and of course, underlying WeDigTV was Patron Saint, the early stage of Telemetry which was physically delivering WeDigTV and analysing the commercial ramifications of the activity. After being awarded the International Emmy® Award in June 2008, it gave us the confidence to strip out Patron Saint from the background and start to offer it to advertisers that were advertising on WeDigTV. We approached one of the biggest advertisers with the proposition “if we could give you the kind of clarity you are receiving now with your online advertisements, but anywhere in the world on any website, would you be interested?” And of course, they said yes. So by winter 2008 we were testing Telemetry in Germany and in the United States of America.

We have direct contracts with global TV advertisers, film studios, and TV production companies. Our contracts tend to be global and holistic in nature, the idea being that the savings that we generate for our customers, and the intelligence that we provide is distilled down through the corporation on a global level.

No, there is no other Telemetry. Bringing together a legacy ad server, a traditional pixel based verification system, and an internet intelligence organisation, and then perhaps a standards policy organisation, you may end up with a disparate set of data feeds, conflicting reports, which may at best only give you 10% of the quality of information we can give you from our online video systems.

Studios is our in-house video engineering offering. Leveraging International Emmy® Award winning expertise to advise our clients on the compression, conversion, augmentation, and adaptation of their online video assets in preparation for delivery into websites and media players.

Telemetry takes a percentage of the savings we generate for our customers through the delivery, analysis, and reporting of their online video assets. Telemetry also generates revenue through a unit charge, so for each online video asset that we deliver, cross-verify, and report upon we will charge a set price. In addition, Telemetry generates revenue through volume based retainer fees, and consultation fees dependent upon the bespoke work that we undertake. Finally, our in-house studio teams generate revenue through the compression, conversion and adaptation of online video.

Envisage this, a global TV advertiser spends one million dollars buying online video advertising space to promote a single brand. Even our most basic inefficiency analysis will save that advertiser between $250,000—$350,000 dollars. We have seen online video advertising inefficiencies of up to 80%. Just think about that: that’s $800,000 dollars of your one million dollar media buy wasted. As you view this, film studios continue to distribute poorly compressed online video into households that may not even be able to view the online video in question. TV studios continue to syndicate online video content without the due diligence required to place an equity value on the syndication deal in question. Advertisers continue to throw money at online video advertising hoping that some of it will bear fruit. On all these instances Telemetry will reduce wastage and inefficiencies across the board that could ultimately affect the bottom line.

Just concentrate on the advertiser model. We ensure our data is completely accurate and transparent through two processes: one internal, and one external. Internally, our engineers will send multiple feeds of key metrics that we analyse in real time, to external servers that we have no control over. The log files from those servers will be compared to the key metrics findings of our own servers and nodes, our engineers then compare those external log files to the internal data feeds that we collect ensuring accurate data capture. Externally, and again with reference to the advertising model, our engineers will share raw data with publishers and ad networks that appear on the media plan, so they are able to cross-check the accuracy of our data and key metric findings against their own count. The Telemetry ethos is that without transparency of data across all partners, growth in the online video advertising sector will be restricted.

Traditional ad servers have been counting and analysing banner advertising since the early 2000s, which essentially means they are legacy systems and they have no inherent capacity to handle higher file sizes that are predominant within online video advertising. With respect to banner advertising, the data as captured and analysed by traditional ad servers has always been of no relevance to the business mission, or the objectives of the advertiser behind the campaigns and to this day with the advent of online video advertising that anomaly still exists. We tailor our serving process in order to harvest business critical information. This is then relayed by way of global policy advice to our customers.

No, Telemetry cannot be compared to a traditional verification service. The methodology employed by traditional online verification services can be influenced by external parties. Also, the methodology used restricts the level of verification they are able to offer to approximately three percent of what Telemetry is able to cross-verify and prove to be accurate through the delivery of online video.

Without question, it’s our ability to physically deliver online video assets; be them advertisements, long form, or otherwise. Without the ability to physically deliver online video you cannot be sure that the metrics that you harvest from the online video are accurate. Like the FedEx analogy, if you send a parcel to New York from London, how can you be sure it’s arrived if FedEx didn’t actually physically deliver the parcel? It’s the same thinking and the same process. Combine that with our Emmy® Award winning knowledge base of how online video operates, you have a pretty potent combination.

Online video is our core area of expertise. Our systems are heavily geared towards high file sizes and therefore lend themselves towards the transmission, and analysis of online video. We can of course deliver and cross-verify the data from rich media formats, the results of which encourage our customers to move more towards a pure online video strategy.

Telemetry has a global infrastructure which in turn enables us to offer a global service. Our largest contract sees us operate fully, in forty countries including key growth markets such as Brazil, Russia, India, and China.