comScore Launches New Audience Segments to Maximize OTT Reach

Audience DataNative & Programmatic Advertising

By Sudipto Ghosh On Feb 7, 2018

comScore Launches New Audience Segments to Maximize OTT Reach

New Offering from comScore Enables Improved Targeting of Select OTT, SVOD and Gaming Consumers

Today, leading media measurement and analytics company, comScore, announced that it has expanded its Activation solution to incorporate console gaming and over-the-top (OTT) audience segments, including subscription video on demand (SVOD). The 21 new advanced segments, which are powered by comScore’s proprietary Total Home Panel, help marketers and media companies more effectively target these traditionally elusive consumers with tailored messages based on their overall streaming and console gaming intensity, as well as their consumption of leading OTT services.

Dan Hess, Chief Product Officer, comScore — *Dan Hess, CPO, comScore*

At the time of this announcement, Dan Hess, Chief Product Officer at comScore, said, “With more than 58 million homes viewing an average of 59 hours of OTT content each month, it has become a greater challenge for media buyers and sellers to engage this growing audience.”

Dan added, “We’ve combined insights from across our extensive cross-platform footprint to develop these new segments, which enable our clients to reach these viewers through other content they consume.”

These new segments further diversify comScore Activation, a solution suite that helps clients build rich targeting profiles based on demographics and cross-platform behaviors – spanning digital, TV and, now, OTT and gaming.

The new segments are available or coming soon to leading ad tech platforms, including Adobe Audience Manager, AppNexus, LiveRamp IdentityLink Data Store, Neustar IDMP, and Tru Optik.

“Reaching specific OTT and SVOD audiences have been a persistent challenge in the market to-date,” said Michael Schoen, vice president and general manager, Marketing Solutions, Neustar.

Michael added, “The release of these new segments from comScore provides a solution to that challenge, and will undoubtedly help clients build more innovative, effective targeting strategies around ever-changing consumption trends.”

Currently, comScore is a leading cross-platform measurement company that measures audiences, brands and consumer behavior everywhere. comScore’s data footprint combines proprietary digital, TV and movie intelligence with vast demographic details to quantify consumers’ multiscreen behavior at massive scale. This approach helps media companies monetize their complete audiences and allows marketers to reach these audiences more effectively.