comScore Launches Video Metrix 2.0 to Measure Evolving Web Video Landscape

comScore, Inc. (Nasdaq: SCOR), a leader in measuring the digital world, today announced the introduction of Video Metrix 2.0, the next generation of comScore's industry leading online video measurement service. The new service offers several enhancements – including reporting of online video ad impressions – designed to better align with the realities of today's online video landscape.

"Online video has evolved in recent years from a medium delivering primarily user-generated content to a channel that now delivers a great deal of professionally produced long-form content that is identical to what a viewer would find on TV," said Tania Yuki, comScore senior director of video and cross-media products. "Consequently, more attention is rightfully being given to the monetization of the online video medium, particularly as it relates to the existing TV landscape. comScore recognized that it was time to revisit our measurement of this space in order to provide the information being demanded by media planners as content increasingly moves towards digital formats."

Enhancements to the service include:

• The ability to filter video viewing activity between ads and content
• TV show-level reporting for major broadcast sites (top online TV shows for ABC.com, NBC.com and CBS.com in June can be found here: http://blog.comscore.com/2010/07/comscore_enhances_online_video.html)
• Additional reporting metrics, including average daily unique viewers, viewing sessions, percentage of ads by videos viewed, percentage of ads by time spent viewing video, ads per content video, content minutes per ad minute
• Ranking of video ad networks by actual reach of ads delivered (as opposed to only the potential reach of the network)
• Recalibration of estimates of unique viewers as a result of improved data collection methods

In addition, comScore plans to introduce an updated Gross Rating Point (GRP) metric in the coming months to further enable cross-media comparability with TV. Video ads and content reporting capabilities are still under development in Video Metrix markets outside the U.S., but the other reported enhancements will be available in these markets with the June data release.