UKOM has announced development endorsement of comScore’s Video Metrix Multi-Platform, giving agencies and advertisers metrics on over 100 video properties across PC, smartphone and tablet devices.
Following a stringent four month examination by UKOM’s technical board, the comScore VMX MP product - available to view at https://www.comscore.com/Products/Audience-Analytics/Video-Metrix-Multi-Platform - recently received endorsement at development level from UKOM’s executive board.
This evolution of UKOM endorsed products means that it can now supply insight on:
Currently the VMX MP data features companies who have their audio-visual content measured by comScore, and have therefore tagged or provided a robust data passback. UKOM hopes that the importance of mobile video across the industry will encourage more partners to come on board, as YouTube have done, and so benefit from the depth of insight available.
VMX MP Data for July shows that mobile devices dominated consumption of YouTube for 18+ year olds, accounting for 79% of all videos viewed and 74% of video minutes. In addition to the total viewing, VMX MP also provides data on YouTube Channels.
As an example, the data on YouTube for two of their music channel partners – Warner Music and Vevo – reveals some surprising insights on the viewing of 18+ adults:
Ian Dowds, CEO of UKOM, said: “At a time when all eyes are on the importance of multi-platform audience measurement, we want to ensure our users have the best possible understanding of the UK’s online population from an independent industry-backed source. Adding mobile video to the UKOM portfolio is an important part of the strategy.”
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Ian Dowds, CEO, UKOM
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