Comscore Announces Malaysian Launch of Video Metrix Multi-Platform to Measure Video Audiences Across Smartphones, Tablets and Desktops

Launch Includes Mobile Video Reporting for YouTube and Its Partner Channels to Bolster Measurement of Distributed Content

Comscore, Inc. announced the launch of  Video Metrix Multi-Platform in Malaysia. This launch will provide a single, unduplicated measure of digital video consumption across smartphone, tablet and desktop devices to give clients a deeper understanding of how, when and where video content is consumed.

With this launch, Comscore offers enhanced mobile video reporting for YouTube and its Partner Channels, which is beneficial for both advertisers who want to reach specific audiences and for content producers who have cultivated a loyal following.

“As part of our continued commitment to provide accurate data and adapt to the growing multi-platform majority in Malaysia, we are thrilled to announce the launch of Video Metrix Multi-Platform. We look forward to providing comprehensive data that advertisers, publishers and agencies need to drive smarter business decisions,” said Kedar Gavane, senior vice president, Asia Pacific at Comscore. “The introduction of Video Metrix Multi-Platform marks another important milestone in cross-platform measurement.”

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The introduction of Video Metrix Multi-Platform, Comscore’s digital video measurement product now enables clients to:

• Quantify total, incremental and unduplicated viewership across smartphone, tablet and desktop
• Get a holistic view of audience viewership for owned and competitive video content
• Understand how engagement differs across platforms to more efficiently monetize and plan

“Content is not viewed on just one screen anymore; consumers are watching their favourite videos across multiple devices and platforms. With consumers tuning in across an increasing number of screens, it is critical that advertisers understand how and where their audience are opting in from,” said Serm Teck Choon, president of the Malaysian Digital Association (MDA). “Comscore Video Metrix Multi-Platform will enable local advertisers to answer these questions and more by providing a comprehensive understanding of the Malaysian consumers.”

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Video Metrix Multi-Platform relies on the Comscore Unified Digital Measurement (UDM) framework, a hybrid measurement approach that utilises panels alongside direct measurement from video publishers via tagging. Video content publishers interested in participating in multi-platform digital video measurement can ensure comprehensive coverage of their viewing behaviour by implementing Comscore’s tags and deploying Comscore’s mobile SDK.

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