Comscore Adds CTV / YouTube to Video Metrix in Europe

Comscore has added CTV measurement to its Video Metrix Multi-Platform product, including YouTube traffic sharing measurement, for Spain and the UK; and says Italy, France and Germany will follow in July 2022. Meanwhile CEO Bill Livek has acquired another $1.15m of shares in the firm.

Launched as long ago as 2015, the product promises clients a total view of consumer video consumption across desktops, smartphones, tablets, and CTV devices, allowing premium video content and advertising to be strategically planned, bought, and sold across platforms using digital-exclusive metrics.

The firm says the latest addition makes it the first international measurement provider to deliver complete audience measurement across YouTube's largest platforms at the device level-PC, mobile and connected TV (CTV). Buy-side clients can now use the solution to account for CTV viewing when forming YouTube strategy for key areas of content; and will get a holistic view of audience for their CTV content as well as that of their competitors.

Comscore says the solution will be rolled out to additional markets across Asia and Latin America 'over the next several months'.

Joris Goossens (pictured), the firm's SVP Europe & APAC, comments: 'As CTV continues to grow, it's become critical to expand cross-platform measurement, particularly in international markets where similar CTV and OTT syndicated offerings do not currently exist. With the addition of YouTube to our Video Metrix product, advertisers in European key markets will be able to perform true cross-platform evaluation, by understanding the true engagement metrics across all screens of their YouTube video investments and inform planning by selecting the best content categories and YouTube channels to execute their multi-platform campaigns'.

Last week an SEC filing revealed that outgoing Comscore CEO Bill Livek spent $1.15m on 600,000 shares in the firm, becoming its largest individual shareholder with 2.4m. A spokesperson for the firm said the buy was a mark of confidence in Comscore's strong hand in the current shakedown in audience measurement and ad currency.

Web site: www.comscore.com .

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.

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