iTVX rolls out measurement tool for Web video
They’re off to the races for measuring electronic content. iTVX, which measures branded entertainment in TV and movies, launched a system Monday to measure the value of branded content and product placement in online video. The deal comes less than a week after digital-number cruncher comScore acquired M:Metrics, which tracks the value of mobile media. The iTVX “In Web” tool includes “d/X Factor,” which considers brand exposure duration relative to total content duration. (The iTVX link is on the same page as video clips from Sunday night’s MTV Film Awards. You have been warned.)
Matthew Schwartz is Senior Editor of ScribeMedia.org and host of the WebTV series, From Print to Digital.
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