ComScore has unveiled the sophomore version of its online video measurement system, Video Metrix, to media agencies, publishers and advertisers.

Released in the US last week, the media measurement co has updated Video Metrix to include new features that allow users to compare video usage across media and filter viewing activity between ads and video content. Video Metrix 2.0 is being released in Canada this week, although a specific day had not been set as of press time.

The goal behind the tool was to better measure the online video environment as it compares to the TV environment, a release on the announcement states.

Highlights of the new version include TV-like measurement for broadcast sites, which in the US include ABC.com, NBC.com and CBS.com and in Canada will include major broadcast sites such as CTV.ca and GlobalTV.com, and data can be broken down by dayparts for more linear media comparison between broadcast and online, as well as GRP comparisons. Measurement features also include stats such as daily unique viewers, viewing sessions, percentage of ads by videos viewed and by time spent watching them, the number of ads per content video and content minutes per ad minutes.

In the ‘near future’ a spokesperson for ComScore says, a newly updated GRP metric will be released to the Canadian market that will better allow planners and advertisers to compare online video with TV.

‘Online video has evolved in recent years from a medium delivering primarily user-generated content to a channel that now delivers a great deal of professionally produced long-form content that is identical to what a viewer would find on TV,’ Tania Yuki, ComScore senior director of video and cross-media products, said in a release. ‘Consequently, more attention is rightfully being given to the monetization of the online video medium, particularly as it relates to the existing TV landscape.’