ComScore Video Metrix is now available in Canada. Available in the U.S. for the last two years, the online video measurement system is designed to help marketers develop more targeted advertising campaigns to reach consumers who are spending less time with traditional media.
Video Metrix will support the growth of online video advertising in Canada, said ComScore Canada vice-president Bryan Segal.
Consumers are evolving in terms of how they get information and entertainment, and advertisers need to adapt to keep up, he said.
“[The service] is really helping us to get an elusive audience in terms of places that maybe TV or other media can’t reach,” he said. “It’s a great place to reach Canadians on a regular basis through online video from either a branding experience or through direct advertising.”
The service is also being launched in the U.K., France and Germany. A report on the five countries now covered by the ComScore video service, Canada has the highest video viewing activity with 19 million people viewing a video online in December, representing 89% of the total online population age 15 and older.
The U.K. was next with an 87% reach, followed by France with an 84% reach and Germany with an 81% reach. In the U.S., online video reached 78% of the total online population.
Canada’s online video audience also watched the most videos in December, averaging 112 videos per viewer, followed by the U.K. with 108, Germany with 92, France with 89, and the U.S. with an average of 77 videos per viewer.
The top five video properties in Canada for the month of December 2007 were Google sites (including YouTube), Microsoft, CTVglobemedia, Yahoo sites and DailyMotion.
