Recently launched by Numeris, Video Audience Measurement (VAM) is about to tackle the thorny issue of multiplatform video measurement. Highly anticipated within the industry, this initiative provides a first response to the question of digital consumption, which has until now escaped all attempts at clear and accurate measurement.
A tool that’s still in development
While VAM’s potential is very promising, the current version has limitations, which are important to know in order to draw relevant conclusions. At this stage of the project’s development, results must be taken as indicators only and as a complementary source of information for planning strategies.