NEWS14 January 2011

ComScore upgrades UK online video measurement service

Data analytics UK

UK— ComScore has upgraded its online video audience measurement service in the UK, adding reporting of advertising impressions.

The 2.0 version of the Video Metrix service promises the ability to filter video viewing activity between advertising and editorial content, a ranking of video advertising networks by actual reach of ads delivered and additional metrics including average daily unique viewers, percentage of ads by time spent viewing video, ads per content video and content minutes per ad minute.

ComScore’s European MD Mike Read said: “The dynamics of online video – both in terms of consumption patterns and economics – have evolved considerably in recent years and the industry has come to recognise its growing importance as an advertising channel.

“Video measurement needs to be just as innovative in order to capitalise on new monetisation opportunities and help pave the way for digital media convergence with traditional media.”

  • Meanwhile, in the US, ComScore has agreed a deal to share its data on search, display, mobile and video audiences with MarketShare for inclusion in the latter’s marketing analytics models.