comScore will measure the online video landscape with Video Metrix 2.0

comScore launched Video Metrix 2.0, a new service that offers several enhancements such as reporting of online video ad impressions.

The service can filter video viewing activity between ads and content, report TV show-level for major broadcast sites, report metrics such as average daily unique viewers, viewing sessions, percentage of ads by videos viewed, percentage of ads by time spent viewing video, ads per content video and content minutes per ad minute. Also, the service ranks video ad networks by actual reach of ads delivered (as opposed to only the potential reach of the network) and has the possibility to recalibrate the estimates of unique viewers as a result of improved data collection methods.

comScore also plans to introduce an updated Gross Rating Point (GRP) metric in the future, to enable cross-media comparability with TV.

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