Reston, VA-based Comscore announced “its comprehensive vision and product innovation that will shape the next generation of audience and advertising measurement.”

“The update comes as Comscore continues to deliver on advancing the common TV impression-based currency that leverages its unmatched advanced audience insights and its Exact Commercial Ratings® solution that captures specific TV commercial performance rather than averages,” states a release.

“We are at an inflection point in media and advertising, and the events of this unique year have accelerated the evolution of media measurement,” said Bill Livek, CEO, Comscore. “These rapid changes mean that consistency in measurement across the premium video footprint – from linear to digital to OTT TV entertainment – has never been more critical. Comscore has reinvented its approach by building a currency designed for this new era, where media, agencies and advertisers are taking an audience-centric and outcome-based approach to planning and buying across myriad platforms and requiring impressions to evaluate their success regardless of where content and advertising are viewed by consumers.”

“As the 21st century matures to its 21st year, it’s clear that TV and media measurement will never be the same,” added Chris Wilson, Chief Commercial Officer, Comscore. “With television content continuing to become cross-platform in nature, we are seeing television media buying and selling shift away from age/gender and GRPs to audiences and impression-based measurement, and this is where Comscore is poised to deliver.”

“We are focused on currency because that’s how agencies, advertisers and programmers are using our information to reach their consumers across a myriad of platforms, and the reality is that Comscore is being used as currency in the local, national and addressable television marketplaces,” said Carol Hinnant, Chief Revenue Officer, Comscore. “The traditional approach using only age and gender demos no longer meets advertisers’ needs, as they increasingly want to understand the deduplicated reach of their TV and digital spend and bring their own first-party data to help inform their media decisions.”

The Comscore release added that as the next generation of media measurement is developed, “the lines between TV and digital continue to fade away. Addressable advertising is the best example of how traditional TV and digital can work in a similar fashion.”

More here.

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