comScore announces Indian Launch of Video Metrix® Multi-Platform

comScore, Inc. today announced the Indian launch of Video Metrix® Multi-Platform (VMX MP) providing a single, unduplicated measure of digital video consumption across smartphone, tablet and desktop devices to give clients a deeper understanding of how, when and where video content is consumed. This launch also includes the introduction of enhanced mobile video reporting for YouTube and its Partner channels, helping content producers that participate in the YouTube Partner program improve the monetization of their audiences across distribution channels.

“Today, we see nearly 80 percent of Indian internet users accessing digital content on mobile devices alone. Only measuring video on desktop leaves out a massive amount of total viewing. This is why it is important that content producers and advertisers have a consistent, trusted way to plan, transact and evaluate video audiences across digital devices,” said Kedar Gavane, VP of sales at comScore. “The introduction of Video Metrix Multi-Platform marks another important milestone in cross-platform measurement.”

The introduction of comScore’s digital video measurement product VMX MP now enables clients to:

1. Get a holistic view of the audiences’ viewership for owned and competitive video content
2. Quantify total, incremental and unduplicated viewership across smartphone, tablet and desktop
3. Understand how engagement differs across platforms to more efficiently monetize and plan

“There is no doubt video consumption on mobile devices is increasing rapidly. This opens new fronts for advertisers and their agencies, and we have seen a proliferation of experiments with video content, formats, and delivery,” said Gopa Kumar, Executive Vice President, Isobar, Dentsu Aegis Group. “The ability to understand how, when and where the video content is consumed is key to ensuring the relevance of this communication channel, while delivering maximum value to content creators and distributors. Within that context, the launch of comScore’s multi-platform video measurement solution is a much-needed addition to the mobile industry.”

“Correctly measuring audiences on various devices is key," said Avinash Pandey, COO of ABP News Network. “Also, since there has been a considerable growth in video in terms of the spread and use by Indian users with regard to both news content and advertising, having access to multi-platform measurement for video enables all market players to better understand what is happening across devices.”

Video Metrix Multi-Platform relies on the comScore Unified Digital Measurement (UDM) framework, a hybrid measurement approach that utilizes panels alongside direct measurement from video publishers via census tags. Video content publishers interested in participating in multi-platform digital video measurement can ensure comprehensive coverage of their viewing behavior by implementing census tags and deploying comScore’s mobile SDK. To learn more about tagging, please contact your comScore account representative. 

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