Comscore, the dependable resource for organizing, executing, and analyzing media across platforms, has just added CTV measurement for India to its Video Metrix® Multi-Platform offering, which already includes YouTube traffic sharing measurement.
Comscore is the only global measurement supplier to offer comprehensive audience measurement at the device level for YouTube’s main platforms, including PC, mobile, and linked TV (CTV). In the addition, Comscore’s Video Metrix Multi-Platform solution may be used by buy-side clients to account for CTV viewership when developing YouTube strategies for important types of content. This offers marketers full-cycle support for organizing and monitoring their YouTube investment. Additionally, it gives content owners a comprehensive perspective of both their own CTV content and that of their rivals, enabling them to better understand how interaction varies across platforms for planning and monetization.
Cross-platform measurement has become crucial, especially in international markets where comparable CTV and OTT syndicated offerings are currently lacking, according to Joris Goossens, SVP Europe & APAC, Comscore. Cross-platform measurement has become essential as CTV adoption keeps growing, he continued. By including YouTube in our Video Metrix product, Goossens said, “advertisers in India will be able to perform true cross-platform evaluation, by understanding the true engagement metrics across all screens of their YouTube video investments and informing planning by selecting the best content categories and YouTube channels to execute their multi-platform campaigns.”
“We’re happy with the arrival of CTV measurement within Comscore’s Video Metrix® solution,” stated Varun Sharma, managing director of Google. We definitely believe that independent measurement would aid the industry in continued development, especially given the expansion of YouTube-connected TV in India. Sharma stated, “We anticipate that investments in CTV media continue to expand linked with consumption with more and better measurement coming from independent vendors like Comscore.
A comprehensive picture of consumer video usage across computers, smartphones, tablets, and CTV devices is provided by Comscore Video Metrix Multi-Platform. Using digital-only data, premium video content and advertising can be deliberately planned, purchased, and sold across platforms. Additionally, eight more significant global markets offer Video Metrix Multi-Platform CTV measurement.