Comscore Adds Viewability to vCE for Video to Improve Integration with TV

Comscore, an advertising measurement and research firm, has announced the global launch of validated Campaign Essentials (vCE) for Video, which measures GRPs, demographics, and behavioral profiles of audiences reached by video campaigns, as well as the extent to which video ads were actually viewable by consumers. Comscore has been measuring video for three years now, and the addition of viewability will help move video in same direction that the rest of digital (particularly display) advertising is heading in i.e. towards viewable, verified ads in transparent environments.

Perhaps even more importantly, Comscore say the introduction of video validation technology, which confirms whether the video ad was actually seen by a real viewer, will bring the online metrics into closer alignment with TV, which is based on a similar ‘opportunity to see’ standard. In a statement Comscore released other details about the product:

vCE Video Product Details

vCE Video provides both traditional audience measurement of video ad campaigns, as well as validated measurement based on the ad’s viewability. comScore’s traditional campaign measurement includes Reach, Frequency, Gross Rating Points (GRPs) and Target Rating Points (TRPs) based on impressions. Validated video reporting metrics – validated Reach and Frequency, validated Gross Ratings Points (vGRPs) and validated Target Rating Points (vTRPs) – provide a better accounting of which consumers can actually be influenced by the ad’s content because they had the opportunity to view it.

Other key features of vCE Video include:

• Reporting capabilities that are designed to be compatible with TV campaign measurement, such as overnight reporting of audience demographics and integration with comScore’s new multi-platform audience data that includes TV.
• comScore’s proprietary methodology for de-duplication of audiences across media platforms, leveraging the comScore Census Network.
• Enhanced demographics which include not only age and gender, but also household income, household size, race, and ethnicity in the U.S. Demographics vary in other countries according to local demographic reporting standards.
• Measurement against more than 70 different behavioral segments on a global basis, allowing advertisers to understand the impact of viewed impressions on segments of people with similar behaviors, such as auto, food or travel enthusiasts.
• Ability to combine metrics with other digital campaigns involving display and rich media to provide an unduplicated view of audiences across multiple ad formats.
• Broad industry support from a significant number of video platforms and media companies that have already run numerous studies using comScore’s video campaign reporting.
• Global and cross-geographical campaign reporting capabilities.

So Who’s Using vCE?

Comscore say that 120 advertisers and agencies and 80 publishers in 28 countries have carried out digital campaign measurement using their vCE, including:

The online GRPs, whether from Nielsen, Google or Comscore have been welcomed by the video advertising industry. Speaking about the Comscore’s vCE, Tyler Moebius, CEO of Adconion Media Group, said “We have been working very successful with comScore validated Campaign Essentials for the past several months for our performance business, Adconion Direct, across several markets. We are absolutely thrilled to be able to roll this out as well to Smartclip, our multiscreen video and brand advertising platform.

“The comScore vCE Video solution encompasses a vast array of advantages, which will benefit the entire industry, including the global scalability and – in particular – the reflection of the steady growth of video in the multiple-device world as we see it today and where we can see a huge amount of growth in the future. The precise and accountable measurements by comScore give all players in the market the transparency and accountability for campaigns on all devices,” he added.