comScore Debuts Video 'Viewability' Measure

In the US, comScore has launched 'validated Campaign Essentials (vCE) for Video', which measures both the demographics and behavioral profiles of audiences reached by video campaigns and the extent to which they were actually viewable.

The new service builds on vCE, which was launched in January to provide a measure of whether online ads have been delivered, and whether they have reached their target audience. New features include reporting capabilities designed to be compatible with TV campaign measurement, such as overnight reporting of audience demographics; and integration with comScore's multi-platform audience data.

Additionally, vCE Video offers enhanced demographics which for the US includes age and gender, household income, household size, race and ethnicity; and on a global basis defines more than 70 different behavioral segments.

Anne Hunter (pictured), SVP, Advertising Effectiveness Products at comScore, comments: 'These new insights bring enhanced transparency and accountability for advertisers and agencies and promise to improve the monetization opportunities for publishers, while also allowing for the seamless integration of online video with TV in cross-media campaigns.'

comScore says it will work with Making Measurement Make Sense (3MS) and other industry bodies as viewability standards for video measurement continue to evolve. However, until official industry standards are adopted, the firm says it will work with clients around 'mutually agreed-upon standards'.

Web site: www.comscore.com .