ComScore, the measuring the digital world specialist, has confirmed the UK launch of Video Metrix 2.0, the next generation of comScore’s online video measurement service. The new service offers several enhancements – including reporting of online video ad impressions – designed better to align with the realities of today’s online video landscape.

“The dynamics of online video – both in terms of consumption patterns and economics – have evolved considerably in recent years and the industry has come to recognise its growing importance as an advertising channel,” said Mike Read, comScore senior vice president and managing director for Europe. “Video measurement needs to be just as innovative in order to capitalise on new monetisation opportunities and help pave the way for digital media convergence with traditional media.”

The service includes:
* The ability to filter video viewing activity between advertising and content
* A unique reach/frequency tool to help agencies plan against online video
* Additional reporting metrics, including average daily unique viewers, viewing sessions, percentage of ads by videos viewed, per centage of ads by time spent viewing video, ads per content video, content minutes per ad minute
* Ranking of video advertising networks by actual reach of ads delivered (as opposed to potential reach of the network)

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