comScore Launches China Video Measure

comScore has launched a service called Extended Video, in China. This delivers programme-level insights into online video consumption, including content viewed, who is watching and levels of engagement, on a weekly and daily basis.

The servicemakes use of comScore's online panel and measures metrics including content (programme level, category/genre level), duration (total minutes, videos per viewer, minutes per video), viewers (unique viewers, percentage reach) and demographics (age, gender, household size, presence of children and city/region).

Huang Xinyu (pictured), the company's SVP, Managing Director Greater China comments: 'With the explosive growth of online video programmes in China, it is critical for content owners, publishers, advertisers and agencies to have an even deeper understanding of their audiences and the marketplace. Our latest offering provides granular data and insights into online video consumption at the programme level to help inform better content and advertising decisions'.

The launch follows comScore's recent announcement that it was expanding its MMX Multi-Platform measurement and upgrading its Mobile Metrix offer in China.

Web site: www.comscore.com .