Comscore Introduces Comprehensive YouTube Audience Measurement Across All Digital Devices

Rhea-AI Summary

Comscore (NASDAQ: SCOR) has announced comprehensive measurement of YouTube audiences across all digital devices in the US. Starting July 2024, Comscore's Video Metrix Multi-Platform now includes YouTube Connected TV (CTV) data, inclusive of coviewing, alongside existing reporting for desktop and mobile. This holistic view sets Comscore apart from other industry measurement providers.

The new capability allows clients to access Traffic Sharing in YouTube CTV measurement. Comscore's Chief Commercial Officer, Steve Bagdasarian, emphasized the company's leadership in digital and video measurement, incorporating person-level insights and deduplicating video audiences across platforms.

The comprehensive YouTube audience measurement will expand to regions outside the US in 2025, including several countries in Europe, South America, and Asia.

Positive

• Introduced comprehensive YouTube audience measurement across all digital devices
• Includes Connected TV (CTV) data in Video Metrix Multi-Platform
• Offers Traffic Sharing capability for YouTube CTV measurement
• Positions Comscore as a leader in holistic digital and video measurement
• Plans to expand comprehensive YouTube measurement to international markets in 2025

Negative

• None.

Insights

Market Research Analyst

Comscore's introduction of comprehensive YouTube audience measurement across all digital devices marks a significant advancement in media analytics. This development is particularly impactful for advertisers, content creators and media planners who rely on accurate cross-platform data to make informed decisions.

The inclusion of Connected TV (CTV) data in Comscore's Video Metrix Multi-Platform, along with desktop and mobile metrics, addresses a important gap in audience measurement. With the rapid growth of CTV viewership, especially during and post-pandemic, this holistic approach provides a more accurate picture of YouTube's total reach and engagement.

Key implications for the industry include:

• Enhanced advertising effectiveness: Advertisers can now better understand their audience's viewing habits across all devices, potentially leading to more targeted and efficient ad spend.
• Content strategy optimization: Content creators and publishers can gain insights into how their videos perform across different platforms, informing future content decisions.
• Competitive advantage: Comscore's claim of being the only provider offering this comprehensive view could strengthen its market position in the analytics industry.

The phased rollout, starting with the US market and expanding to other countries in 2025, suggests a strategic approach to implementation and potential for global market expansion for Comscore.

While this development is certainly positive for Comscore, its impact on the company's financial performance and stock price will likely depend on how well they capitalize on this unique offering in the competitive analytics market.

Tech Expert

Comscore's new YouTube measurement capability represents a significant technological achievement in the realm of digital analytics. The integration of Connected TV (CTV) data into their existing platform demonstrates the company's ability to adapt to evolving viewing habits and technologies.

Key technical aspects to consider:

• Cross-platform integration: Combining data from desktop, mobile and CTV requires sophisticated data processing and normalization techniques to ensure accuracy and consistency.
• Coviewing measurement: The inclusion of coviewing data for CTV is particularly noteworthy, as it addresses a common challenge in accurately measuring shared viewing experiences on larger screens.
• Traffic sharing capabilities: This feature suggests advanced data segmentation and sharing functionalities, which could be valuable for clients with complex organizational structures or partnerships.

The implementation of this comprehensive measurement system likely involved overcoming several technical challenges, such as:

• Developing algorithms to deduplicate viewers across different devices and platforms
• Ensuring data privacy and compliance with regulations across various regions
• Creating a scalable infrastructure to handle the increased volume and complexity of data

From a technological standpoint, this advancement positions Comscore at the forefront of video measurement technology. However, maintaining this lead will require continuous innovation and adaptation to new viewing platforms and behaviors as they emerge.

Comprehensive Measurement and Cross-Platform Video Insights Now Available for YouTube Traffic on Desktop, Mobile, and Connected TV

RESTON, Va., July 30, 2024 (GLOBE NEWSWIRE) -- Comscore (NASDAQ: SCOR), a trusted partner for planning, transacting, and evaluating media across platforms, today announced comprehensive measurement of YouTube audiences across all digital devices in the US.  

Starting in July, Comscore began delivering a holistic view of YouTube traffic across desktop, mobile, and connected TV (CTV). This new capability enhances Comscore’s existing reporting for YouTube video traffic on desktop and mobile browsers, as well as in mobile apps. This groundbreaking holistic YouTube measurement sets Comscore apart from other industry measurement providers.  

With this advancement, Comscore’s Video Metrix Multi-Platform now includes YouTube CTV data, inclusive of coviewing, in the US. Additionally, this release includes the ability for Comscore clients to access Traffic Sharing in our YouTube CTV measurement. 

“Comscore is solving for the convergent shift in cross-platform audiences and continues to lead in digital and video measurement that incorporates person-level insights and deduplicates video audiences across digital,” said Steve Bagdasarian, Comscore Chief Commercial Officer. “Bringing YouTube CTV to Comscore’s Video Metrix Multi-Platform suite will give publishers complete reporting of its reach across all video platforms.” 

Regions outside the U.S. will see the total YouTube audience view beginning in 2025, including Argentina, Brazil, Canada, France, Germany, India, Italy, Malaysia, Mexico, Spain and the UK. 

About Comscore 
Comscore is a global, trusted partner for planning, transacting and evaluating media across platforms. With a data footprint that combines digital, linear TV, over-the-top and theatrical viewership intelligence with advanced audience insights, Comscore empowers media buyers and sellers to quantify their multi-screen behavior and make meaningful business decisions with confidence. A proven leader in measuring digital and TV audiences and advertising at scale, Comscore is the industry’s emerging, third-party source for reliable and comprehensive cross-platform measurement. 

Media 
Marie Scoutas 
Comscore, Inc. 
press@comscore.com

FAQ

What new measurement capability did Comscore (SCOR) introduce for YouTube in July 2024?

Comscore introduced comprehensive measurement of YouTube audiences across all digital devices (desktop, mobile, and Connected TV) in the US, including coviewing data for CTV.

How does Comscore's new YouTube measurement differ from other providers?

Comscore's holistic YouTube measurement across all digital devices, including CTV with coviewing data, sets it apart from other industry measurement providers.

When will Comscore (SCOR) expand its comprehensive YouTube measurement to international markets?

Comscore plans to expand its comprehensive YouTube audience measurement to regions outside the US, including several countries in Europe, South America, and Asia, beginning in 2025.

What new feature does Comscore's YouTube CTV measurement offer to clients?

Comscore's YouTube CTV measurement now includes the ability for clients to access Traffic Sharing data.