Making Science

comScore Launches Multi-platform Video Analytics Solution in UK

Tim Maytom

Cross-platform measurement firm comScore has brought its Video Metrix Multi-platform to the UK, providing marketers with a single, unduplicated measure of digital video consumption across smartphone, tablet and desktop devices.

The launch also includes the introduction of enhanced mobile video reporting for YouTube and its partner channels, with the aim of helping content producers improve the monetisation of their cross-platform audiences.

"Today, we see nearly two-thirds of UK internet users accessing digital content on more that one device as the multi-platform majority continues to climb," said Mike Shaw, UK vice president of comScore. "Content producers and advertisers need a consistent, trusted way to evaluate audiences and transact in a platform-agnostic world. The introduction of Video Metrix Multi-platform marks another important milestone in cross-platform measurement."

Video Metrix, which was initially launched in 2008, now enables clients to quantify total, incremental and unduplicated viewership across smartphone, tablet and desktop, as well as providing age and gender demographic data across screens and allowing marketers to understand how engagement differs across platforms.

"comScore knows the importance of providing impartial and comparable measurement," said Sameer Modha, partner and customer data strategy at Mindshare. "With the launch of Video Metrix Multi-platform, that's exactly what we have – consistent, comparable video measurement across PC and mobile screens. I look forward to understanding who really watches what, where and for how long, especially in app."

Video Metrix Multi-platform is now available in the UK and US, and comScore has plans to launch the solution in additional markets soon as the firm expand its cross-platform measurement capabilities globally.