Video Metrix FAQs

What questions will Video Metrix help me answer?

If you are an advertiser, Video Metrix will enable you to identify the best video sites to reach your desired audience.

If you are a publisher, you can precisely identify who is watching video on you and your competitors’ sites, when they are watching it, and how engaged they are.


How can I use Video Metrix to sell more advertising, or to represent my video inventory more effectively?

The value of Video Metrix is highest when preparing sales decks, particularly if you know who your competitors are. It is very simple to run a demographic profile report comparing different audience compositions, highlighting your strengths and preparing to address any weaknesses.

The separate Ads and Content reporting allows you to understand your competitors’ monetization strategies and the type of content (long or short form) that they’re publishing. You can easily understand the reach of your video ad inventory and content inventory, and gain insights into your content-only engagement levels.

Also, the dayparts report is helpful when illustrating why video ought to be considered in addition to a TV buy, as you can use it to highlight the different viewing patterns between TV and the web.

Why have we upgraded the Video Metrix methodology? 

As the trusted leader in measuring the digital world, comScore has always worked to ensure that the Video Metrix methodology is robust and cutting-edge. With the current expansion of encrypted video streams, highly syndicated content and complex video ad and content serving frameworks, we have anticipated the need for an upgraded methodology and approach to video reporting


How has the Video Metrix methodology improved?

Months of research and development have been dedicated towards refining comScore’s unique ability to take into account advanced insights into encrypted videos, audience duplication across fragmented video sites and cookie-based metrics to enhance overall audience insights. As a result, the new Video Metrix 2.0 methodology is unmatched in its ability to provide a highly precise view of the video marketplace, given the industry’s current and future developments.

In addition, by utilizing enhancements and data-processing methods pioneered by Media Metrix, the Video Metrix 2.0 methodology brings comScore’s measurement of videos in line with its measurement of web properties. This enables greater synergies and consistency across all of comScore’s products.

Our enhancements to Video Metrix have also enabled us to process the enormous amount of data we receive each month on a much faster timeline.


What are the benefits of implementing comScore’s video tag?

Tagging allows you to control exactly how your video data appears to the marketplace and ensure that all of your video efforts are properly tracked. It also allows you to achieve a greater level of specificity within comScore’s data, by reporting on characteristics such as ad/content breakouts and show-level information. This granularity allows media planners to more effectively target audience segments on your sites.

Employing the comScore video tag also ensures the most accurate unique viewer measurement possible, allowing comScore to leverage cookie information to better track syndicated viewers and encrypted video streams.


What is comScore’s panel size?

Video Metrix leverages insights from the comScore panel of two million global Internet users under continuous measurement and one million in the US.

Panelists have explicitly provided permission to comScore to have their Internet browsing and transaction behavior measured and the comScore panel is designed to represent the entire online population.


What is Video Metrix’s methodology?

Unified Data Measurement leverages demographic and behavioral panel data with census level data from video tags. We leverage the panel to collect critical media planning elements such as demographic information, engagement metrics, and cookie-deletion behavior. Our tags collect true census measures for total audience coverage and clip-based granularity (which videos are ads, which are content, producer info, show-level info).


Who gets credit for a video view and what constitutes a video view?

comScore credits a video to the entity that has the most potential to monetize the stream, regardless of location. In most cases the entity that has the most potential to monetize the stream controls the flash player (exceptions to this rule are entities that provide white player flash player solutions to publishers).

We track “true” streaming videos, (where a live server connection is maintained during transmission) and progressive downloads. Auto-initiated and user-initiated plays count equally; video plays less than three seconds are not counted.