Video Measurement 'First' for comScore

In the US, digital measurement specialist comScore has introduced a tool called Video Metrix Multi-Platform, which it says is the first syndicated product to provide a single, unduplicated measure of video viewing across desktop, smartphone, tablet, and 'over-the-top' (OTT) devices.

The tool uses methodology and inputs from Media Metrix Multi-Platform, Mobile Metrix and Video Metrix, to enable clients to sell, plan and buy digital video using TV-comparable metrics for both video content and advertising. It forms part of comScore's Total Video Initiative, which aims ultimately to account for all video viewing behavior across screens.

CEO Serge Matta (pictured) comments: 'comScore was the first company to introduce an online video measurement product, Video Metrix, to the market in 2005, and we introduced separate measurements of digital video content and advertisements in 2010. Today, Video Metrix Multi-Platform will help content owners and advertisers plan, measure and purchase digital video everywhere that it's viewed by consumers.'

Web site: www.comscore.com .