VideoHub, the enterprise video-analytics division of Tremor Video, Inc., today announced a partnership with comScore at the Interactive Advertising Bureau Annual Leadership Meeting (taking place February 24-26 at the Arizona Biltmore Hotel in Phoenix) that gives publishers, brand marketers and their agency partners an unprecedented understanding of how consumers watch video ads. Furthermore, the resulting integration allows comScore to scale its measurement of video viewability, streamline the existing workflow for campaigns, and introduce more detailed campaign reporting metrics.
VideoHub, established in 2011, is a technology platform enabling the media community to measure, verify and analyze the effectiveness of video ad campaigns. Through the partnership, comScore is integrating VideoHub's patent-pending technology that measures the viewability of video ads into vCE video, its video campaign measurement solution, and into vCE Multi-Platform, its multi-platform measurement solution of display, video and TV ad campaigns.
The measurement will be provided according to the working IAB definition of a viewable video ad, which is 50 percent of the video player in view for at least 50 percent of the duration of the ad. The measurement will occur through an IAB standard VAST/VPAID ad tag; as long as publishers use the tag, it can be measured.
"We are very excited to partner with VideoHub and bring their world-class viewability technology to the comScore vCE Video and vCE Multi-Platform solutions," said Anne Hunter, SVP of Advertising Effectiveness Solutions at comScore. "Online video has been the missing link for multi-platform viewable campaign measurement, and this partnership immediately helps comScore deliver online video viewability in a scalable fashion through VideoHub. Brand advertisers and agencies can now more easily measure their viewable reach, frequency and GRPs across display, video and TV campaigns."
"Understanding whether an ad is viewable should be a baseline for buying and managing digital video campaigns and a great step towards measuring what matters in advertising. With VideoHub we can tell when people scroll down a webpage and, better yet, when they keep a video ad perfectly in view," said Anthony Risicato, general manager of VideoHub. "This capability provides unprecedented transparency to video advertising. We cannot thank the comScore team enough for their spirit of partnership and innovation and for their dedication to providing meaningful metrics to marketers."
VideoHub launched viewability measurement in May 2012, giving advertisers insight into the viewability of their ads, including where they appear on the webpage, the size of the video player, and the impact on the viewer experience. This combined offering aligns with the definition of a viewable ad impression, according to Making Measurement Make Sense (3MS), an initiative launched by the Interactive Advertising Bureau (IAB), Association of National Advertisers (ANA), and the American Association of Advertising Agencies (4A's).
VideoHub was established in 2011 by Tremor Video, Inc. to fill an unmet need among brand marketers, media agencies, and publishers for a simple way to buy, measure, verify, and analyze the effectiveness of video advertising campaigns. VideoHub is the first video ad platform to have integrated Nielsen's Online Campaign Ratings, which provide demographic ratings for online ad campaigns. Going one step further, VideoHub uses proprietary technology to analyze multiple variables that explain ad reach in the context of how, when, where, and why people engage with a video ad campaign. Its robust, flexible platform simplifies operations, provides actionable insights, and eliminates the need for multiple third-party products. Brand marketers, media agencies, and publishers around the world are integrating the platform into their own operations to gain true transparency into their video advertising. VideoHub was named the Festival of Media's "MAP Hot Company of the Year 2012." For more information, visit VideoHub.com and follow us on Twitter, Facebook and LinkedIn.
comScore, Inc. (NASDAQ: SCOR) is a global leader in digital measurement and analytics, delivering insights on web, mobile and TV consumer behavior that enable clients to maximize the value of their digital investments. For more information, please visit www.comscore.com/companyinfo.
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