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comScore Upgrades Video Measure for UK
comScore has launched an enhanced version of its online video measurement service, Video Metrix, for the UK market.
Enhanced functionality includes: filtering viewing activity between advertising and content; a reach and frequency tool to assist planning; additional reporting metrics including average daily unique viewers and percentage of ads by videos viewed; ranking of video networks by actual reach of the ads delivered; and Top 5 video content properties by viewing sessions.
The firm says 34.7m Internet users in the UK watched 6 billion content videos in November 2010 during 964m viewing sessions. Google Sites, principally due to YouTube, ranked as the top video content property with 428m viewing sessions during the month - nine times the number for second placed BBC sites - and 30.4 million unique viewers.
Mike Read, comScore Senior Vice President and Managing Director for Europe says 'The dynamics of online video have evolved considerably in recent years and the industry has come to recognize its growing importance as an advertising channel. Video measurement needs to be just as innovative in order to capitalize on new monetisation opportunities and help pave the way for digital media convergence with traditional media.'
Details of the new product are online at www.videometrix2.com .
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