Comscore expands Video Metrix in Indonesia, Malaysia
August 18, 2022
Comscore, a partner for planning, transacting, and evaluating media across platforms, has announced the addition of CTV measurement to its Video Metrix Multi-Platform product, including YouTube traffic sharing measurement, for Indonesia and Malaysia. As a result, Comscore is the first international measurement provider to deliver complete audience measurement across YouTube’s largest platforms at the device level–PC, mobile and connected TV (CTV).
The expansion enables buy-side clients to leverage Comscore’s Video Metrix Multi-Platform solution to account for CTV viewing when forming YouTube strategy for key areas of content. This provides advertisers full-cycle enablement across planning and measurement of their YouTube investment. Furthermore, it offers content owners a holistic view of their CTV content, as well as their competitor’s content, allowing them to understand how engagement differs across platforms for better planning and monetisation.
“As CTV adoption continues its expansion, it’s become critical to include cross-platform measurement, particularly in international markets where similar CTV and OTT syndicated offerings do not currently exist,” said Joris Goossens, SVP Europe & APAC, Comscore. “With the addition of YouTube to our Video Metrix product, advertisers in Indonesia and Malaysia will be able to perform true cross-platform evaluation, by understanding the true engagement metrics across all screens of their YouTube video investments and inform planning by selecting the best content categories and YouTube channels to execute their multi-platform campaigns.”
“We’re pleased with the arrival of CTV measurement within Comscore’s Video Metrix solution. Given the growth of YouTube on connected TV in Indonesia and Malaysia, we firmly believe that independent measurement will help the industry further leverage connected TV in future media campaigns. We hope that with robust measurement from independent parties like Comscore, investments in CTV media will continue to grow in alignment with its consumption”, said Roopa Dhawan, Industry Head of Brand Solutions, Southeast Asia , Google.
Comscore Video Metrix Multi-Platform delivers a total view of consumer video consumption across desktops, smartphones, tablets, and CTV devices. Premium video content and advertising can be strategically planned, bought, and sold across platforms using digital-exclusive metrics.
Video Metrix Multi-Platform CTV measurement it’s also available in eight additional key countries globally.