Comscore Adds CTV Measurement to Video Metrix® Multi-Platform in Five Key Markets in Europe
June 06 2022 - 9:00AM
Business Wire
The solution, which now includes YouTube
traffic sharing measurement, fully informs video investment
planning across all screens to show true viewership
Comscore (NASDAQ: SCOR), a trusted partner for planning,
transacting, and evaluating media across platforms, today announced
the addition of CTV measurement to its Video Metrix® Multi-Platform
product, including YouTube traffic sharing measurement, for Spain
and the UK. The report will also be included in June for Italy, and
for France and Germany in July 2022. As a result, Comscore is 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).
The expansion enables buy-side clients to leverage Comscore’s
Video Metrix Multi-Platform solution to account for CTV viewing
when forming YouTube strategy for key areas of content. This
provides advertisers full-cycle enablement across planning and
measurement of their YouTube investment. Furthermore, it offers
content owners a holistic view of their CTV content, as well as
their competitor’s content, allowing them to understand how
engagement differs across platforms for better planning and
monetization.
“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,” said Joris Goossens, SVP Europe & APAC, Comscore. “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.”
“We manage and produce video content for hundreds of brands
across all social video platforms, YouTube being an important one,
so it's crucial for us to have access to wide range of insights on
video consumption, allowing us to better understand our audiences
and improve our content and strategy,” said Graham Swallow, Head of
Data, Tech and Product at Little Dot Studios.
Comscore Video Metrix Multi-Platform delivers a total view of
consumer video consumption across desktops, smartphones, tablets,
and CTV devices. Premium video content and advertising can be
strategically planned, bought, and sold across platforms using
digital-exclusive metrics.
Over the next several months, Video Metrix Multi-Platform CTV
measurement will continue to expand into additional markets across
Asia, and Latin America.
About Comscore
Comscore (NASDAQ: SCOR) is a trusted partner for planning,
transacting and evaluating media across platforms. With a data
footprint that combines digital, linear TV, over-the-top and
theatrical viewership intelligence with advanced audience insights,
Comscore allows media buyers and sellers to quantify their
multiscreen behavior and make business decisions with confidence. A
proven leader in measuring digital and TV audiences and advertising
at scale, Comscore is the industry’s emerging, third-party source
for reliable and comprehensive cross-platform measurement. To learn
more about Comscore, visit www.comscore.com
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Bill Daddi bill@daddibrand.com
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