Leading Media Brands Join comScore to Solve Industry's Cross-Platform Video Ad Measurement Challenge
"The measurement gap in advertising has hampered media brands from fully articulating the value of their audiences and advertisers from gaining an accurate understanding of campaign performance," said
The new solution will include an unduplicated view of total audiences across linear TV and digital platforms, person-level reach and co-viewing insights, and reliable audience demographics. comScore will incorporate feedback from beta partners to iterate on and optimize future releases of the product.
comScore's recent "State of OTT" report highlighted that two-thirds of OTT audiences are also watching linear TV, demonstrating the convergence of digital and linear video consumption and a growing need for unduplicated, cross-platform measurement. In fact, another recent comScore study revealed that OTT alone increased the average number of linear TV viewers for a specific network program by 20 percent. When also combined with mobile and desktop, linear TV viewership for that same program increased by 42 percent, with audience reach increasing by 33 percent.
Given these trends, comScore is partnering with
This program is the first step in a broader company initiative to develop comprehensive and unduplicated measurement across all platforms and content types. As part of this initiative, comScore will continue to work with leading media buyers and sellers to create a true cross-platform solution made for the industry, by the industry.
Contact us for more information on the new cross-platform video ad measurement pilot.
What Customers are Saying
"The market is ripe for true cross-platform measurement that provides critical insight into unduplicated audience reach and co-viewing behavior," said
"We continually work with partners and research companies to identify multiplatform measurement solutions that better serve our clients by providing them with a holistic understanding of their audiences and how they engage with brands," said
"Supporting the development of a unified, third-party, audience metric covering all video platforms has been a priority for GroupM. A robust, comprehensive video currency is essential to maintaining a healthy video marketplace where agencies can productively trade clients' budgets with media partners," said
"By powering comScore's cross-platform measurement product for OTT, we're giving marketers more options for measurement and a third-party validation of the incremental reach only
"As NBCUniversal continues to seek out the best cross-platform measurement practices, and build on the momentum we've created with CFlight, we look forward to working with our measurement partners on new approaches," said
"Consumers are watching more video than ever, which underscores the importance of efforts by Turner and the industry as a whole to measure the impact of advertising across every screen, platform and environment," said
"This is a critical effort, not for the future of television, but for its present," said
Hattie Young, comScore, Inc., (212) 277-6577, Press@comscore.com