SAN FRANCISCO – Corus Entertainment is joining the Global Video Measurement Alliance (GVMA) to establish new digital video measurement standards, allowing advertisers to ultimately understand the actual monetary value of their branded content and online video spend.
The Toronto-based broadcaster joins Vice, BuzzFeed, Group Nine, Tubular Labs, Viacom and Ellen Digital Network as founding members of the alliance.
“The standardization of social video metrics is long overdue and we’re looking forward to co-developing the new sell-side metrics that will bring uniformity to digital video measurement globally,” said Dervla Kelly, Corus’ SVP of marketing and head of social digital agency so.da, in the news release.
On Friday, Tubular Labs unveiled the first two new global, cross-platform reach and engagement metrics in co-development with the GVMA: 1) de-duplicated unique viewers; and 2) minutes watched. When applied alongside social video metrics of views, comments, shares and followers, these traditional metrics will finally provide the full global picture of what the world is watching and how they engage with content.
“Measurement technology has not kept up with the realities of media today: increasing time spent with video, millions of meaningful creators, publishers and brands born out of lowered barriers to entry, and audiences that are truly global,” added Neil Patil, Chief Commercial Officer at Tubular Labs. “Our data science, engineering and commercial teams are working in lockstep with the GVMA to develop audience quality and engagement metrics that the market needs.”
