ComScore adds video to Campaign Essentials measurement tool

The new Validated Campaign Essentials (VCE) for Video measures gross rating points, demographics and behavioural profiles for online video audiences as well as the extent that an advert was actually “viewed” by consumers.

Anne Hunter (pictured), SVP of advertising effectiveness products at ComScore, said: “Our extensive work to date measuring online video has shown it to be an extremely effective advertising platform, especially at reaching younger audience targets. But the introduction of viewability measurement provides an important new level of validation that significantly improves the ability to quantify the impact of video ads.”

ComScore launched its Validated Campaign Essentials service, which provides similar data for non-video adverts, earlier this year.