comScore Partnership Adds Viewability Options

comScore has announced a partnership with video ad measurement and verification specialist VideoHub, which will see the latter's service integrated into comScore metrics.

VideoHub is the enterprise video-analytics division of Tremor Video, Inc. and was established in 2011 to provide clients with a simple way to buy, verify and analyze the effectiveness of video advertising campaigns - it was the first video ad platform to have integrated Nielsen's Online Campaign Ratings. Information given to clients includes where their ads appear on the web page, the size of the video player, and the impact on the viewer experience.

comScore says it will integrate VideoHub's patent-pending technology into vCE video campaign measurement solution and vCE Multi-Platform, which covers display, video and TV ad campaigns. Benefits of the tie-up will include being able to scale up its video viewability measurement and introduce more detailed campaign reporting metrics. Measurement will use the IAB's current working definition of a viewable video ad, which is 50 percent of the video player in view for at least 50 percent of the duration of the ad.

Anne Hunter, SVP of Advertising Effectiveness Solutions at comScore, comments: 'Online video has been the missing link for multi-platform viewable campaign measurement, and this partnership immediately helps comScore deliver online video viewability in a scalable fashion through VideoHub.'

Anthony Risicato, VideoHub's General Manager, comments: 'Understanding whether an ad is viewable should be a baseline for buying and managing digital video campaigns and a great step towards measuring what matters in advertising.'

Web sites: www.videohub.com and www.comscore.com .