GVMA Announces Metrics and New Partners Viacom, Ellen, Corus Entertainment

By Bree Brouwer · January 30, 2019

GVMA Announces Metrics and New Partners Viacom, Ellen, Corus Entertainment

Note: This post was updated April 26, 2019 — original post can be found after the line break.

Back in January, Tubular announced the formation of the Global Video Measurement Alliance (GVMA) with founding members VICE, BuzzFeed, and Group Nine Media. Now, we’re revealing three founding members from media and broadcast are joining the Alliance: Viacom, Ellen Digital Network, and Corus Entertainment.

The announcement comes at an interesting time just before the Newfronts, where the convergence of media and digital comes to life.

The GVMA exists to establish worldwide video measurement standards that will help better determine the content quality and effectiveness for brands, publishers, and creators distributing video across the world’s largest platforms. To that end, the GVMA is working on metrics to give us a better understanding of reach, via de-duplicated unique viewers, and engagement, via minutes watched.

Alongside established social video metrics like views, shares, comments, likes, and follows, these two new standards will set the stage for a more cohesive, global measurement system that shows not just the quantity but also the quality of video content, starting with social video.

Why have Viacom, Ellen Digital Networks and Corus joined the GVMA? Check out Variety’s coverage of our announcement.

Tubular Labs, VICE, BuzzFeed, and Group Nine Media Launch Global Video Measurement Alliance

According to Cisco, 82% of all internet traffic will come from video traffic by 2022. That’s a lot of video content being consumed over the next several years, and it’s an exciting opportunity for brands, creators, agencies, and media companies around the world to join in on the video fun.

But all that traffic brings up a huge problem: how in the world are we supposed to effectively plan for, execute with, and measure this explosion of video content?

It may have worked in the past to build audiences based on hunches and some basic analytics, but that’s no longer the case, and certainly won’t hold up the larger the digital media industry gets. There must be a global standard for measuring content if brands and ad buyers want confidence in their reach and if publishers want to accurately measure, optimize, and demonstrate the value of their audiences to invest wisely in online video.

As such, Tubular Labs is proud to announce its partnership with leading digital media publishers VICE, BuzzFeed, and Group Nine in a new initiative called the Global Video Measurement Alliance (GVMA). As the early members of this collaboration, these companies will work to establish a standard measurement for the global online video and digital media markets. Ultimately, the GVMA will set the standard for trusted intelligence around the world, so advertisers are certain their dollars are being spent well, so brands know they’re reaching the right people, and so media publishers can be sure they’re creating the best content possible.

You can read more about this announcement here or via AdAge’s coverage of the initiative.

Here’s to a more measured, informed, and prosperous video future!

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