Global Video Measurement Alliance adds members, launches new metrics
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Editor
| 28 April 2019

Boosting its efforts to establish new digital video measurement standards, and as it announced new metrics, the Global Video Measurement Alliance (GVMA) has announced Viacom, Ellen Digital Network and Corus Entertainment as new members.

Since its founding in January 2019 by VICE, BuzzFeed, Group Nine and Tubular Labs the consortium has collectively worked together, participating in closed-door meetings, reviewing technical challenges and actively co-developing content measurement solutions with the Tubular Labs data science and engineering teams.

And as it welcomed the new members, the fruits of the collaborative work have been revealed in the form of two new global, cross-platform reach and engagement metrics covering de-duplicated unique viewers and minutes watched. When applied alongside social video metrics of views, comments, shares and followers, Tubular Labs says that these traditional metrics will finally provide the full global picture of what the world is watching and how they engage with content.

“Tubular's new metrics in association with the GVMA are the first of their kind for social video. These metrics have existed for digital websites forever, and this is the first move towards parity for the research community,” explained Howard Shimmel, former chief research officer at Turner, and current president of Janus Strategy & Insights. “A top challenge for broadcast research teams is how to gain the best understanding of where audiences are going and how to aggregate cross-platform views of networks or shows. I'm excited to join the GVMA and address these challenges head-on.”

“With GVMA partners steering our metric development, we understand the value in eradicating duplicated viewers and more granularly monitoring minutes watched across audience segments or geographies,” added Rob Gabel, co-founder and CEO at Tubular Labs. “These new metrics will be a big step forward in unifying global content measurement, and our data scientists are up to the task as they’ve been working toward this solution for years.”