The FreeWheel Council for Premium Video Europe (FWCE) has released the European Video Measurement Matrix, which provides a unique overview of audience and verification metrics for the premium video industry.

The latest insights from the advocacy group – which includes major European broadcasters and operators such as Channel 4, Sky, MTG and TF1 among its members – brings together information from some of the main players in the current cross-screen measurement landscape.

The European Video Measurement Matrix was created in response to previous FWCE whitepaper Defining a View, which looked at viewability standards across the premium video industry and called for more consistent and wide-ranging performance measurement beyond ad views.

It also follows a research study by the US-based FreeWheel Council, which found that brand marketers and media agencies saw measurement as the number one challenge for cross-platform campaigns. Indeed, while efforts are being made and many initiatives are underway, there is little industry cohesion or unified measurement standard. Fragmentation has led to major confusion and industry-wide fatigue. From brands and agencies to platforms, publishers and measurement providers, it is in the interest of all parties to better work together and bring clarity to the market.

“The rapid changes in the premium video sector create many complexities and challenges in the development of measurement solutions,” expressed Virginie Dremeaux, Digital Marketing & Development Director at CANAL+ Régie. “The FWCE’s European Video Measurement Matrix allows the industry to see how metrics are evolving and moving beyond existing baseline standards to generate more valid and accurate data.”

The European Video Measurement Matrix has been compiled in two parts – looking at audience (linear and digital) and verification metrics. In particular it shows:

• The technology/methodology used by audience and verification providers
• The current metrics used to measure audiences for premium video
• How these metrics work across different platforms – TV, mobile, desktop, VoD and OTT, and cross-platform

“As our previous research has found, the complexities and challenges of providing cross-platform measurement solutions are a major focus for brands, agencies and the industry at large,” commented Emmanuel Josserand, Brand, Agency and Industry Relations at FreeWheel. “By putting together this European Video Measurement Matrix we hope to provide a more complete picture of the current measurement landscape across Europe, lessening the confusion around what is on offer, and provide a starting point for future discussion on how these metrics may evolve. The FWCE stands ready to work with industry bodies and key stakeholders to adapt to this new video measurement landscape where screens and wires should be just details.”

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