• by Daisy Whitney , Op-Ed Contributor, June 25, 2014

In a quest for better metrics, comScore is pitching a new measurement strategy called “total video.” Given the shift to a multiscreen world where consumers watch video when they want and where they want, comScore outlined in a recently published white papera “holistic” measurement approach. This strategy would take into account these new behaviors while tracking unduplicated audiences across screens, the research firm said.

“Total video” would include: a single, unduplicated audience metric that shows reach across media platforms; unified demographic data across venues to make sure media buyers can plan properly; accounting of video viewing wherever the consumer is watching, including via over-the-top services; measurement that is scaleable as the number of platforms grows to reflect audiences for both big media companies and niche programmers; and flexibility as digital advertising morphs and changes.

Changing measurement takes time as well as evidence to back it up. Across ten campaigns that combined TV and some form of digital video, comScore found the average TV campaign reached 49% of the population, while digital venues offered incremental reach on average of about 5.8 percentage points.

“On average, nearly 1 in 8 persons reached by the campaigns were exposed exclusively via digital platforms, highlighting the importance of these channels in delivering against campaign objectives where TV may be limited or inefficient,” the white paper said.