The State of Social Media
Next Generation Online Video Measurement Service Features Video Ad Reporting
New Metrics Enable Cross-Media Comparability and Help Improve Monetization of the Online Video Medium
RESTON, VA, July 15, 2010 – Comscore, Inc. (NASDAQ: SCOR), a leader in measuring the digital world, today announced the introduction of Video Metrix 2.0, the next generation of Comscore’s industry leading online video measurement service. The new service offers several enhancements – including reporting of online video ad impressions – designed to better align with the realities of today’s online video landscape. For more information on Video Metrix 2.0, please visit www.videometrix2.com.
“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,” said Tania Yuki, Comscore senior director of video and cross-media products. “Consequently, more attention is rightfully being given to the monetization of the online video medium, particularly as it relates to the existing TV landscape. Comscore recognized that it was time to revisit our measurement of this space in order to provide the information being demanded by media planners as content increasingly moves towards digital formats.”
Enhancements to the service include:
Top 10 Video Content Properties by Unique Viewers
More than 177 million U.S. Internet users watched video content in June. Google Sites, driven primarily by video viewing at YouTube.com, ranked as the top video content property with 144.5 million unique viewers, followed by Yahoo! Sites (44.9 million viewers) and Vevo (43.7 million viewers). Google Sites had the highest number of overall viewing sessions with 1.8 billion and average time spent per viewer at 261 minutes, or 4.3 hours. Hulu also had high viewer engagement with an average of 135 minutes (or 2.2 hours) per viewer.
Top 10 Video Ad Properties by Video Ads Viewed
Americans viewed more than 4.3 billion video ads in June, with Hulu generating the highest number of ad views at 566 million. Tremor Media Video Network ranked second overall (and highest among video ad networks) with 524 million ad views, followed by BrightRoll Video Network (333 million) and Microsoft Sites (222 million). Video ads reached 45 percent of the total U.S. population an average of 31.5 times during the month. Hulu delivered the highest frequency of video ads to its viewers with an average of 24.2 over the course of the month.
*Video ads include streaming-video advertising only and do not include other types of
video monetization, such as overlays, branded players, matching banner ads, homepage
ads, etc.**Indicates video ad network/server
Other notable findings from June 2010 include:
About ComscoreComscore, Inc. (NASDAQ: SCOR) is a global leader in measuring the digital world and preferred source of digital marketing intelligence. For more information, please visit www.comscore.com/companyinfo.
Cautionary Note Regarding Forward-Looking StatementsThis release contains forward-looking statements within the meaning of Section 27A of the Securities Act of 1933 and Section 21E of the Securities Exchange Act of 1934, including, but not limited to, expectations regarding the impact and benefits to Comscore of the Comscore Video Metrix product, financial or otherwise. These statements involve risks and uncertainties that could cause our actual results to differ materially, including, but not limited to: the features and characteristics of the products, the rate of development of the digital marketing intelligence, Internet advertising and e-Commerce markets; the growth of the Internet as a medium for commerce, content, advertising and communications; and the acceptance of new products and methodologies by the industry, including existing and prospective clients.
For a detailed discussion of these and other risk factors, please refer to Comscore's most recent respective Quarterly Reports on Form 10-Q, Annual Reports on Form 10-K and from time to time other filings with the Securities and Exchange Commission (the "SEC"), which are available on the SEC's Web site ( http://www.sec.gov).
Stockholders of Comscore are cautioned not to place undue reliance on forward-looking statements, which speak only as of the date such statements are made. Comscore does not undertake any obligation to publicly update any forward-looking statements to reflect events, circumstances or new information after the date of this press release, or to reflect the occurrence of unanticipated events.
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