comScore launches Video Metrix in Canada, France, Germany and UK

comScore today announced the availability of comScore Video Metrix in four new markets: Canada, France, Germany and the UK. comScore Video Metrix, which was first launched in the US more than two years ago, now provides online video measurement across all five of these countries.

This enables search engine marketers “to better plan advertising to a highly-engaged, but often elusive audience, that typically spends less time with traditional media,” Jack Flanagan, executive vice president of comScore, said in a press release.

Of interest to search engine marketers planning to attend SES Toronto, comScore found that Canada has the heaviest online video viewing activity.

Of the five countries currently reported by comScore Video Metrix, online video had the highest reach in Canada, where 19 million viewers viewed a video online in December, representing 89 percent of the total online population age 15 and older. The UK was next with an 87 percent reach, followed by France with an 84 percent reach and Germany with an 81 percent reach. Penetration was slightly lower in the US, where online video reached 78 percent of the total online population.

Canada’s online video audience also viewed more videos than any of the other reported countries, averaging 112 videos per viewer for the month of December, followed by the UK with 108 videos per viewer, Germany with 92 videos per viewer, and France with 89 videos per viewer. Again, US activity was slightly lower, averaging 77 videos per viewer in December.

Driven largely by video viewership at YouTube, Google Sites led as the most popular online video destination in all reported countries. However, beyond this there were strong performances from key local players, with BBC Sites ranked second in the UK, ranked second in France, and Vivendi ranked second in Germany. Microsoft Sites was amongst the top 5 ranked video sites in the US, UK and Canada, but not in France and Germany.

Many search engine marketers have started creating online video on a much larger scale this year.

For example, the Search Engine Strategies Conference and Expo channel on YouTube now has more than 80 video interviews with speakers and exhibitors posted from SES London and SES New York 2008. Combined, they’ve received 10,932 views across all the videos as of this morning.

The most popular video in the SES channel is my interview with Nick Carr, the author of “The Big Switch,” conducted before his keynote presentation at SES London.

The Big Switch by Nick Carr — SES London 2008

And more video interviews are planned for SES Toronto 2008. So, stay tuned. Don’t touch that dial. Film at 11.

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