Comscore Canada has now added measurement for connected TV to its Video Metrix Multi-Platform product to several global markets, including Canada.
The Video Metrix platform launched in Canada in 2008, enabling premium video content and advertising to be strategically planned, bought and sold across platforms using digital-exclusive metrics. It provides advertisers full-cycle support across planning and measurement of their video investment.
Now, it also 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 monetization.
“It’s exciting to see some innovation on CTV metrics in the Canadian market,” says Sonia Carreno, president of IAB Canada. “We can expect to see more in the coming months and for many stakeholders, these tools will provide excellent resources to triangulate their data.”
The Video Metrix Multi-Platform offers unduplicated, person-level video audience measurement across digital content and ads, providing insight into audience size, reach, engagement and demographic composition.
These features according to Bryan Segal, SVP Canada for Comscore, will enable advertisers to get their fingers on the pulse of CTV activity and how Canadian usage is driving engagement.
Devon MacDonald, president of Cairns Oneil, is pleased there’s now a third-party review and verification platform to allow agencies and marketers to conduct an apples-to-apples evaluation of the best opportunities.
“CTV and OTT have tremendous value for advertisers, but not all platforms are equally forthcoming with user data and ad performance. Having a standard view of video ad performance on these platforms will make media choices for video all that more stable, and appealing,” he says.
MacDonald adds that this measurement will provide additional help for advertisers that are not already using CTV.
“It could also help advertisers who may be looking at TV to see new ways to expand reach and complete their full video planning too.”
