comScore, a partner for planning, transacting, and evaluating media across platforms, has announced a pilot programme for its newest solution aimed to solve the need for sophisticated cross-platform video advertising measurement. The product, called Campaign Ratings, launches in beta this September with ABC, CBS, CNN, Disney, Fox, Freeform, GroupM, NBCUniversal, The CW Network, Turner, and Viacom, and will provide media buyers and sellers with trusted, unduplicated measurement of ad campaigns across linear TV, OTT, desktop, and mobile platforms, with streaming measurement powered by Hulu.
“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 Bryan Wiener, CEO of comScore. “We heard from customers that cross-platform video measurement is a pain point that continues to magnify as audience viewership and engagement proliferates across screens. We’re excited to collaborate with these industry-leading partners on a product that will reduce friction and enable media buyers and sellers to drive business growth.”
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 optimise future releases of the product.
“The market is ripe for true cross-platform measurement that provides critical insight into unduplicated audience reach and co-viewing behaviour,” said Radha Subramanyam, Chief Research and Analytics Officer, CBS.
“CNN has a history of collaborating on new measurement solutions with comScore, notably as an Xmedia launch partner, in order to capture the full multi-platform scope of the CNN brand,” said Robin Garfield, SVP of research and scheduling, CNN.
“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 Elizabeth Sloan, SVP Consumer Insights, Disney|ABC Television Group.
“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 Ed Gaffney, Head of Implementation Research and Marketplace Analysis, GroupM.
“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 Hulu provides at scale,” said Julie DeTraglia, Vice President and Head of Research at Hulu.
“Industry adoption of new measurement methodologies will be key in keeping up with the changes in consumption of our content,” declared Kavita Vazirani, Executive Vice President, Insights and Measurement, NBCUniversal.
“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,” noted Beth Rockwood, vice president of portfolio research, Turner.
According to Bryson Gordon, Executive Vice President of Advanced Advertising at Viacom, closing the cross-platform measurement gap, that once intractable market challenge, with innovation across the industry such as the comScore Campaign Ratings pilot and OpenAP’s platform for advanced advertising, will help to propel the industry’s transformation towards new currencies, products and consumer experiences.