Advanced Television

Global Video Measurement Alliance membership boost

December 21, 2021

The Global Video Measurement Alliance (GVMA), a coalition spearheaded by digital video audience measurement specialist Tubular Labs, has confirmed the UK’s LADbible Group and Germany’s ZDF (Zweites Deutsches Fernsehen) as new members.

These additions to the GVMA continue a global expansion of collaboration aimed to unite brands, agencies and publishers around the world to establish standards for video measurement across social media platforms.

“We are honoured to accept GMVA’s invitation to join its Board,” said Colin Gottlieb, Chief Growth Officer at  LADbible Group. “LADbible Group is one of the biggest online content creators, with nearly four billion video views every month. We have been audience and insight led since day one. We know the power and impact of video on driving social change and our branded video content uniquely brings brands to young audiences in an authentic way. This is a really exciting opportunity to work alongside fellow industry leaders  to help positively shape the future of digital video and create an industry standard that gives our clients peace of mind.”

“Reaching all Germans with our content – that is the duty of ZDF as a public service broadcaster and a goal that we are highly committed to,” added SVP of Programming for ZDF Florian Kumb. “Meeting new demands in times of nonlinear media use is the big task of our time, although we are still reaching more than 80 per cent of the German population every month. Our strategy to increase offerings on platforms that especially young people use, requires reliable data to evaluate our success aside from TV and our own streaming service. To advance the standards of measuring social media video, we trust in Tubular and gladly join the GVMA.”

GVMA members have agreed to global audience measurement standards afforded by Tubular Audience Ratings, the first and only de-duplicated audience and time-based system for measuring video attention across social media platforms. Tubular has expanded its Audience Ratings suite with ecommerce measurement capabilities,  providing customers a unique view into how product-related social video viewing influences online sales through Amazon.

“Bringing digital powerhouses like LADbible Group and ZDF to the table is one of the main goals of the GVMA – to foster a community of brands, media companies and agencies  who want to see social video expand and thrive,” commented Josh Schmiesing, President of GVMA and CMO of Tubular Labs. “As the media landscape continues to change, we are able to provide the insight media companies and brands need to navigate disruption through transparent, uniform metrics.”

The GVMA’s mission is to collectively develop universal standards for global digital video measurement, and empower publishers and brands to evaluate and transact against the true reach and engagement of online video content more fairly.

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