Comscore and Kochava Partner to Unlock New Insights Tying Cross-Channel Consumer Behavior Directly to Linear TV Campaigns
Comscore (Nasdaq: SCOR) and Kochava announced a new performance media measurement solution that combines Comscore’s Exact Commercial Ratings (ECR) data and Kochava’s marketing mix modeling to provide deeper insights into how linear TV campaigns affect consumer behavior across channels.
This partnership allows marketers to understand the impact of linear TV ads on mobile app activity, website activity, merchant-level purchase data, and episodic tune-ins. The solution aims to optimize spend by attributing specific online and offline behaviors directly to linear TV ad placements.
Steve Bagdasarian, Comscore's Chief Commercial Officer, emphasized the importance of this tool in offering attributable insights, while Kochava's CEO, Charles Manning, highlighted the ability to apply a performance lens to linear TV's traditionally brand-focused environment.
- Partnership between Comscore and Kochava enhances cross-channel media measurement.
- New solution combines Comscore's ECR data with Kochava's marketing mix modeling.
- Provides insights into the impact of linear TV ads on mobile apps, websites, and purchases.
- Allows attribution of specific consumer behaviors to linear TV ads.
- Enables better allocation and optimization of marketing spend.
- Targets both online and offline outcomes, offering a comprehensive view.
- Helps marketers move beyond traditional digital metrics to real, attributable outcomes.
- Potential over-reliance on the new solution to drive business decisions.
- Integration challenges with existing marketing technologies and platforms.
- Possible data privacy concerns with tracking cross-channel consumer behaviors.
- Complexity in accurately attributing consumer behaviors to specific TV ads.
- Could require significant investment in training and implementation for marketers.
RESTON, Va., June 18, 2024 (GLOBE NEWSWIRE) -- Comscore, Inc. (Nasdaq: SCOR), a trusted partner for planning, transacting, and evaluating media cross-channel and Kochava, the leading real-time data solutions company for omnichannel attribution and measurement, today announced an innovative performance media measurement solution that brings more insights to marketers. The new cross-screen solution allows marketers to better understand how linear TV ad campaigns meaningfully impact both online and offline behaviors.
By combining Comscore’s Exact Commercial Ratings (ECR) data and Kochava’s advanced marketing mix modeling, Comscore and Kochava can now deliver outcomes measurement for key metrics such as:
- Mobile app activity, e.g. installs and in-app purchases
- Website activity
- Merchant-level purchase data
- Episodic tune-ins
This new capability brings further clarity to cross-screen measurement by determining which behaviors can be attributed directly to specific linear ad placements.
"Linear television has always been a powerful tool for achieving efficient reach and frequency, yet its impact has been underrepresented in the cross-channel performance equation,” said Steve Bagdasarian, Comscore’s Chief Commercial Officer. “Today, we're excited to introduce an innovative solution that offers marketers attributable insights into how linear TV ads specifically influence both online and offline outcomes."
“Based on the cross-channel behaviors that we can attribute to linear TV, brand managers can now better allocate and optimize their spend to business outcomes,” said Charles Manning, CEO of Kochava. “Traditionally marketers have bought digital media and measured clicks, page visits, or social discussions. Now, they can apply a performance lens to a historically brand- and reach-oriented environment and get real digital signals and real digital outcomes from it.”
About Comscore
Comscore is a global, 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 empowers media buyers and sellers to quantify their multi-screen behavior and make meaningful business decisions with confidence. A proven leader in measuring digital and TV audiences and advertising at scale, Comscore is the industry’s emerging, third-party source for reliable and comprehensive cross-platform measurement.
About Kochava
Kochava Inc. is a real-time data solutions company offering leading omnichannel measurement, attribution, and campaign management for data-driven brands and platforms. We empower advertisers and publishers to measure what matters with tools that deliver better insights and actionable data in one operational platform. Kochava unifies all of your data and critical omni-channel solutions into a cohesive system; the foundation for limitless advertiser and publisher tools to help you reach your unique growth goals.
With a culture of customer-driven innovation, dedication to data security, and the most powerful tools in the ecosystem, Kochava is trusted by top brands to harness their data for growth. Headquartered in Sandpoint, Idaho, the company has offices globally. For more information visit their web site www.kochava.com. Follow Kochava on social media: Facebook, Twitter, and LinkedIn.
Media Contact
Marie Scoutas
Comscore, Inc.
press@comscore.com
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