New Segments Enable Brands and Agencies to Extend Their TV Advertising Reach and Build Frequency with Mobile and Desktop
comScore, a trusted currency for planning, transacting and evaluating media across platforms, announced an agreement with Oracle Data Cloud to drive best-in-class audience targeting with TV segments. The new segments allow marketers to reach sought-after personas (e.g., new moms) through Oracle Data Cloud, as well as to target consumers who have viewed specific TV ads.
“We are excited to work with comScore to bring these granular segments to the market,” said Michelle Hulst, GVP, Marketing and Strategic Partnerships at Oracle Data Cloud. “The new segments open up valuable audiences to network marketers, brands and agencies and with the scale, data freshness and quality needed to reach their consumers wherever they are – across TV, digital, or both.”
Marketers and brands can develop and build these audiences in Oracle Data Cloud and then activate them for campaign execution in major demand side platforms and leading social networks.
The new segments offer marketers:
- A one-stop shop for targeting key personas with a single CPM (removing the need to overlay multiple segments from multiple providers)
- Precise digital retargeting for TV ad campaigns
- An opportunity to drive tune-in for programs and live events
“Today’s audiences consume content seamlessly across platforms, so it’s critical that advertisers leverage a holistic approach that extends their TV advertising efforts with desktop and mobile,” said Rachel Gantz, senior vice president, commercial sales at comScore. “As a trusted currency, we are excited to bring these segments to the market through Oracle Data Cloud, so our partners can implement more precise targeting strategies and optimize reach and frequency of their campaigns across mobile, desktop, OTT and TV.”
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