More than ever, audiences are consuming content across multiple platforms throughout their daily lives. Today, we see two-thirds of UK internet users accessing digital content on more than one device as the multi-platform majority continues to climb. As content continues to flow across an increasing number of screens, content owners and advertisers need a consistent, trusted way to transact in a platform-agnostic world.
As part of our continued cross-platform measurement efforts, we are pleased to announce a key step toward making our cross-platform vision a reality in the UK. Recently, we’ve begun rolling out preview data for Video Metrix Multi-Platform to participating clients, enabling them to get a view of the digital video audiences across platforms.
Video Metrix Multi-Platform delivers a single, unduplicated measure of digital video consumption across desktop, smartphone and tablet devices to give clients a deeper understanding of how, when and where video content is consumed. This third-party measurement gives publishers, agencies and advertisers the metrics to quantify how many viewers are being reached and how long they are watching to inform the planning, buying and selling process. Subscribers will gain access to powerful new insights by device, such as Android and iOS smartphones and tablets, as well as by age and gender demographic targets.
Preparing for the Next Phase of Digital Video MeasurementThis Preview Phase is the first part of a multi-phased roll-out of Video Metrix Multi-Platform in the UK and represents a critical milestone in achieving measurement of total digital video consumption across all devices. In the coming months, Comscore will work with its partners and clients to continue to enhance and evolve the offering. Comscore is also working with UKOM, the UK industry body that sets and governs the standard for online audience measurement, for review and approval of Video Metrix Multi-Platform.
Comscore’s multi-platform digital video measurement relies on our Unified Digital Measurement (UDM) framework, a hybrid measurement approach that utilises panels alongside direct measurement from video publishers via census tags. In today's fragmented viewing environment, census-level data is critical for accurate and holistic measurement of video. Accordingly, 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.
Clients looking to participate in Video Metrix Multi-Platform measurement or seeking access to the latest data and insights, please reach out to your account representative or contact us to learn more. Stay tuned for more updates and insights in the coming months as we continue this exciting rollout of multi-platform video measurement in the UK.