Post on 17-Jun-2019
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For info about the proprietary technology used in comScore products, refer to http://comscore.com/Patents
METHODOLOGY
Video MetrixMulti-Platform
SEPTEMBER 2018
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Video Metrix Multi-Platform
• Video Metrix Multi-Platform brings syndicated, person-level video audience measurement to a Multi-Platform world.
• It provides a deduplicated view of publisher/ad network reach across desktop, smartphone, tablet, and OTT* devices.
* OTT data will come at a later phase of the UK product development
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Video Metrix Multi-Platform: Measure Groups
* OTT data will come at a later phase of the UK product development
All Digital
Desktop
Mobile
De-Duped Desktop, Smartphone and Tablet Browser and App video consumption
De-Duped Desktop video consumption
De-Duped Smartphone and Tablet Browser and App video consumption
OTT* Video, Duration and Reach consumption
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Audiences measured by VMX Multi-Platform
The UK population consuming online video at least once a month from one of the following devices:
Computer/Laptop
• Home* computer audience: users aged 6+ years
• Work* computer audience: users aged 18+ years
• Tagged and non-tagged content audience
Smartphone/Tablet
• Any location
• Android or iOS
• Main users of a phone or tablet device aged 18+(single user per device)
• Tagged content audience only
* Please note that Home and Work are ownership statuses, not locations. For example, an employer-owned laptop that a user takes home (or to an internet cafe) remains a work machine
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VMX MP Data Reports on De-Duplicated Audiences Across Platforms using a modelling technique
* Excluded are audiences connecting to the Internet from shared computers (Internet cafes, libraries, etc.) and smartphone or tablet users with different operating systems than Android or iOS.
DESKTOP VIDEO AUDIENCE
SMARTPHONE VIDEO AUDIENCE
TABLETVIDEO AUDIENCE
WorkHome Android iOS Android iOS
DESKTOP VIDEO AUDIENCE
SMARTPHONE VIDEO AUDIENCE
TABLETVIDEO AUDIENCE
BR
OW
SER
VID
EO
MO
BIL
E A
PP
SB
RO
WSE
R V
IDEO
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comScore Unified Digital Measurement Methodology: the Integration of Tag and Panel Data
UNIFIED DIGITAL MEASUREMENTMETHODOLOGY
PERSON MEASUREMENTPASSIVE PERSON-CENTRIC
DEVICE MEASUREMENTPLAYER/CONTENT-CENTRIC
PANELDESKTOP: Cookie per person information,
demographic data, projections for non-tagged videos
MOBILE: Demographic data input into the
demographic assigment model
CENSUS TAG DATA (SDK)Census (tag) data provides accurate volumes
of the video traffic for tagged players
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Focus on Census Measurement
UNIFIED DIGITAL MEASUREMENTMETHODOLOGY
DEVICE MEASUREMENTPLAYER/CONTENT-CENTRIC
PERSON MEASUREMENTPASSIVE PERSON-CENTRIC
CENSUS TAG DATA (SDK)Census (tag) data provides accurate volumes
of the video traffic for tagged players
PANELDESKTOP: Cookie per person information,
demographic data, projections for non-tagged videos
MOBILE: Demographic data input into the
demographic assigment model
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Census Data: Player/App-Centric Measurement Collected via SDKs
• Interaction with videos is measured via a SDK that is inserted into a browser player or an app player
• Video ‘events’ are collected (e.g. start, stop, fast forward, rewinding, pause, etc.)
• Census data reports on complete traffic for tagged videos visited from all devices
• Some media provide census-like feeds delivering the same level of informationas census (e.g. YouTube; other video providers will be added in the future)
Tagging is necessary for mobile audience reporting
VOD & Live Streaming is measured
• Downloaded videos can be measured if
consumed offline in a tagged player
Tagging brings benefits for accuracy on the desktop side:
• Introduces increased granularity and stability for smaller media entities
• Assures that all activity is credited
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Census Data: Device Platforms Reported in VMX Multi-Platform Audience
What devices are captured in VMX Multi-Platform audience data?
DEVICE PLATFORM CAPTURED BY CENSUS DATAINCLUDED IN MULTI-
PLATFORM AUDIENCE DATA
PC
Mac
Android Phone
iPhone
iPad
Android Tablet
Other mobile OS & devices
OTT* & other devices
* OTT data will become available at a later phase of the UK product development
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UNIFIED DIGITAL MEASUREMENTMETHODOLOGY
PERSON MEASUREMENTPASSIVE PERSON-CENTRIC
DEVICE MEASUREMENTPLAYER/CONTENT-CENTRIC
PANELDESKTOP: Cookie per person information,
demographic data, projections for non-tagged videos
MOBILE: Demographic data input into the
demographic assigment model
CENSUS TAG DATA (SDK)Census (tag) data provides accurate volumes
of the video traffic for tagged players
Focus on Panel Measurement
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Panel details:
• Desktop and laptop
Windows computers are empanelled but Macs are not covered (they are covered by census and universe estimates)
• Mobile devices
An assumption of one user per device is applied (the main user concept)
• Sample is weighted to be fully balanced
• Demographic weighting targets provided by the enumeration study (PAMCo)
• Behavioural weighting targets (Internet intensity*) for desktop are inferred from total country census (tag) data
comScore Panels in the UK
• The panel is a subset of UK internet users that installed comScore meters on their devices which track their online behaviour
• It is nationally representative and weighted to the universe estimates based on the PAMCo survey
• Sample sizes per device (Q3/2018):
• Desktop/laptop ~ 100k persons, age 6+
• Total Mobile (all combined) ~ 13k persons
• Android phone ~ 5.6k persons, age 18+ years
• iPhone ~ 4.8k persons, age 18+ years
• iPad ~ 2.6k persons, age 18+ years
* Intensity means Page Views consumed per a month
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VMX Multi-Platform: Overview
DESKTOP AUDIENCE
TABLETAUDIENCE
SMARTPHONE AUDIENCE
DATA ASSETS VMX MP TOTAL VIDEO AUDIENCE
Video Census Data(Video players tagged
with the Streaming Tag; YouTube data feed)
Audience estimates at the entity level (all platforms)
comScore Panels(PC, Android Phone, iPhone,
iPad)
Desktop UDM: Cookie Per Person, Untagged entities
Desktop video audience demos
Demo Assignment Process for
Mobile
Mobile video
audience demoscS Census Network(tagged non-video content and
ads)
Desktop: UDM (6+)
Mobile: Tagged content only (18+)
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APPENDIX
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Universe under measurement reported in VMX Multi-Platform
UK online users consuming online video at least once a month*
*Obtained with parental consent.
Platform Persons 6-12 Persons 13-17 Persons 18+
Desktop(Home & Work)
Included Included Included
Mobile(All locations)
Not included Not included Included(tagged content only)
Multi-Platform(Desktop & Mobile)
Desktop only Desktop onlyAll platforms
(tagged + desktop non-tagged)
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Digital Audience De-Duplication: Overlap Algorithm Informed by Single Source Data
Entity Audience Results per Platform
OVERLAP
ALGORITHM
INPUTS RESULT
De-duplication algorithm development and training
DESKTOP VIDEO AUDIENCE
SMARTPHONE
VIDEO AUDIENCE
TABLETVIDEO AUDIENCE
DESKTOP VIDEO AUDIENCE
SMARTPHONE VIDEO
AUDIENCETABLET
VIDEO AUDIENCE
Single source dataset based on subset of country tag census data
Provides cross-device behaviour observationsat an individual person level
Content “A” Desktop
Content “A” Tablet
Content “A” Smartphone
Thank you!
© comScore, Inc. Proprietary.
For info about the proprietary technology used in comScore products, refer to http://comscore.com/Patents
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