comScore Video Measure to Split Ads from Content

Online audience specialist comScore has upgraded its Video Metrix service to split out the metrics associated with in-stream advertising videos and content videos.

The Video Metrix service was launched in the US in 2006, and rolled out across the UK, France, Germany and Canada two years later.

Version 2.0 offers the ability to filter video viewing activity between ads and content, to provide publishers and media planners with insight into how competing publishers monetize their inventory, as well as transparency for content-only engagement levels.

New reporting metrics include average daily unique viewers, viewing sessions, percentage of ads by videos viewed, percentage of ads by time spent viewing video, ads per content video, and content minutes per ad viewed.

In addition, video ad networks can now be ranked by actual reach of ads delivered - as opposed to only the potential reach of the network.

'More attention is rightfully being given to the monetization of the online video medium, particularly as it relates to the existing TV landscape,' explains Tania Yuki, comScore Senior Director of Video and Cross-media Products. 'comScore recognized that it was time to revisit our measurement of this space in order to provide the information being demanded by media planners as content increasingly moves towards digital formats.'

The company plans to introduce an updated Gross Rating Point (GRP) metric in the coming months to further enable cross-media comparability with TV.

Web site: www.comscore.com .