Comscore unveils platform to assess video consumption across devices in MY

Comscore has launched a new video metrix multi platform in Malaysia, which offers the ability to assess the amount of video consumption across all technological devices. It will function as an informative tool to allow clients to assess all factors regarding video consumption.

The new platform will enable clients to measure total and unduplicated media viewership across all smart devices and desktops; acquire a well-rounded picture of the type of audience viewers to strategise in the making of video content; and attain a deeper understanding of varying engagement in video content across each technological platform.

Additionally, the launch bolsters mobile video reporting for Youtube as well as its partner companies, which serves to benefit both advertisers and Youtubers in reaching specific audiences as well as sustaining subscribers. The platform utilises the Comscore Unified Digital Measurement framework which directly measures content from video publishers via tagging. Content producers must include Comscore's tags and references to Comscore's mobile app, SDK, to ensure accurate coverage of viewership.

Kedar Gavane, senior vice president, Asia Pacific at Comscore, said the launch is part of its continued commitment to provide accurate data and adapt to the growing multi-platform majority in Malaysia. "We look forward to providing comprehensive data that advertisers, publishers and agencies need to drive smarter business decisions," he added.

Meanwhile, Serm Teck Choon, president of the Malaysian Digital Association (MDA) said content is no longer just viewed on one screen. Instead, 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," he said.

Last July, MDA appointed Comscore for digital audience measurement in Malaysia. The association represents online publishers, advertising agencies and digital service providers in the country. Meanwhile earlier this year, Comscore saw a change in APAC leadership. In a retrenchment exercise, former senior vice president for APAC Joe Nguyen resigned in lieu of the restructure to embark on new challenges.

Following his departure, it promoted SVP, head of EMEA, Guido Fambach, to executive vice president for EMEA and APAC; and vice president, India, Kedar Gavane,  to senior vice president for APAC. Its chief operating officer Kathryn Bachmann also left her role at the end of May after serving for less than two months.

(Read also: comScore: Top 10 internet sites and apps visited in Malaysia)

(Photo courtesy: 123RF)