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comScore Video Metrix Inks Viacom as 100th Client

Posted on: Thursday, 5 February 2009, 09:06 CST

RESTON, Va., Feb. 5 /PRNewswire-FirstCall/ -- comScore (Nasdaq: SCOR), a leader in measuring the digital world, today announced that Viacom is now the 100th client to subscribe to the comScore Video Metrix syndicated video measurement service. comScore's all-star roster of Video Metrix clients consists of many of the top video publishers and ad networks, including: CBS, Hulu, MySpace, NBC, AOL, Microsoft, Yahoo!, Broadband Enterprises, and ESPN. The service also includes subscribers from leading ad agencies represented by Publicis Group, OMD, Interpublic Group, Aegis Group and Havas Digital.

(Logo: http://www.newscom.com/cgi-bin/prnh/20080115/COMSCORELOGO)

"comScore's use of the new panel-centric hybrid methodology was our impetus to begin using the Video Metrix service," said John Sollecito, Vice President, Digital Music and Media Research, MTV Networks. "It combines comScore's panel that provides the people-level data with census-side stream measurement, both essential ingredients to providing an accurate accounting of consumers' use of online video in the digital marketplace."

comScore Video Metrix, which launched in beta in October 2005, became the first syndicated online video measurement service when it was officially introduced in January 2007. The service is now available in five countries: U.S., Canada, U.K., France and Germany.

"Signing Viacom as comScore's 100th Video Metrix client signals the importance that publishers and buyers put on accurate third party measurement and is a testament to comScore's leadership in the online video measurement marketplace," said Linda Boland Abraham, comScore executive vice president. "As the first company to offer video measurement and the first to expand to international markets, comScore continues to bring innovation to the publishers who seek to demonstrate their ability to reach the audiences that advertisers want to reach. Our continued commitment to improving the depth and granularity of our reporting capabilities is aimed at ensuring that comScore Video Metrix gives customers the metrics that will further help monetize online video."

comScore Innovates Video Measurement with Panel-Centric Hybrid Approach

comScore employs its new "panel-centric hybrid" approach to measuring the online video market. Because advertisers advertise to people and not computers, it is critical to understand the nature of the people viewing online video and being exposed to video advertising. The panel-centric hybrid approach integrates comScore's industry-leading 2 million person panel with server data obtained from cooperating producers and distributors of online video content. The comScore panel provides an accurate measure of people, demographics and duration while the server-side video data provides enhanced granularity of measurement of niche audiences and an accurate identification of the content (at the show-level, if required) being distributed across the Internet in either a syndicated or viral manner. Companies currently providing comScore with their server-side data include CBS, Hulu, Microsoft and Warner Bros.

"comScore's panel-centric hybrid approach is a long awaited solution for online video measurement," said David Poltrack, Chief Research Officer, CBS Corp. and President, CBS Vision, CBS Worldwide. "With this comprehensive online video measurement service, CBS Interactive has the ability to get accurate insight into its many forms of video viewership, and CBS gets additional insight into extended viewership of its programming."

comScore Video Metrix Helps Enable Monetization of Video Advertising Market

comScore Video Metrix currently captures viewership of both video content and video advertising, including. pre-roll, post-roll, and video overlay ads. Using its proprietary video ad capture technologies, comScore Video Metrix also offers a comprehensive portfolio of services for media planning and analysis, including a measurement of the effectiveness and ROI of video advertising along with comprehensive post-buy analyses that show the detailed characteristics of the audience exposed to the online video ads. These services were specifically designed to help publishers demonstrate the value of video ad campaigns to their advertiser clients.

About comScore

comScore, Inc. (Nasdaq: SCOR) is a global leader in measuring the digital world and preferred source of digital marketing intelligence. For more information, please visit http://www.comscore.com/companyinfo.

SOURCE comScore, Inc.

Source: PR Newswire

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