New Data Will Enhance Custom Marketing Analytics Solutions That Provide Brands and Agencies with Insights into Cross-Platform Lift and Ad Effectiveness
comScore, a leading partner for planning, transacting, and evaluating media across platforms, announced a partnership with Inscape, the largest single source provider of opt-in automatic content recognition (ACR) TV viewing data in the US. The addition of Inscape’s opt-in smart TV viewing data adds new insights to comScore’s measurement footprint for its custom marketing solutions, which help brands understand the impact of their advertising efforts across platforms.
Specifically, the partnership will bolster ad effectiveness studies designed to help clients understand the extent to which their campaigns met ROI objectives, including purchase-behavior and tune-in.
“Media fragmentation continues to be a challenge for marketers who are seeking ways to optimize their media investment against the activities and channels that drive the most business impact,” said Cathy Hetzel, executive vice president, commercial, at comScore. “Given the growth of smart TV viewership, we understand the importance of this partnership in our aim to deliver clients the sophisticated measurement solutions they need to grow their businesses.”
comScore’s recently published “State of OTT” report found that across all OTT devices, smart TVs saw the biggest increase (+35%) in streaming households between April 2017 and April 2018.
“As a leader in both TV and digital media measurement, comScore understands the seismic changes that are taking place as audiences move across platforms,” said Jodie McAfee, SVP of Sales and Marketing at Inscape. “We’re excited to augment their existing linear, on-demand, and OTT data with our opt-in ACR viewing data to power their custom marketing solutions.”
comScore is a trusted partner for planning, transacting and evaluating media across platforms. With a data footprint that combines digital, linear TV, over-the-top and theatrical viewership intelligence with advanced audience insights, comScore allows media buyers and sellers to quantify their multiscreen behavior and make business decisions with confidence. A proven leader in measuring digital and set-top box audiences and advertising at scale, comScore is the industry’s emerging, third-party source for reliable and comprehensive cross-platform measurement.