Comscore Expands Into Out-of-Home Measurement

Rhea-AI Summary

Comscore (NASDAQ: SCOR) has joined the DPAA and the OAAA to enhance its out-of-home (OOH) advertising measurement capabilities. This strategic move aims to provide superior audience insights, supporting marketers to increase market share and profitability. With projections over $9 billion in OOH ad spend, Comscore plans to integrate OOH measurement into its existing cross-platform product suite. CEO Bill Livek emphasizes the importance of understanding audience engagement across various platforms, including linear TV and mobile, to maximize advertising ROI.

Positive

• Joining DPAA and OAAA bolsters Comscore's position in the growing OOH advertising market.
• Plans to integrate OOH measurement into existing product suite enhance overall service offering.
• Market insight indicates over $9 billion projected for OOH advertising spending, presenting growth opportunities.

Negative

• None.

RESTON, Va., March 31, 2021 /PRNewswire/ -- Out-of-home (OOH) advertising remains a vital part of building brand awareness and plays an increasingly important role in advancing the consumer journey. That's why Comscore (NASDAQ: SCOR), a trusted partner for planning, transacting, and evaluating media across platforms, is excited to announce that it has joined the DPAA and the Out of Home Advertising Association of America (OAAA). The new alliances with two of the leading industry organizations come as Comscore accelerates its efforts to add OOH measurement to its cross-platform product suite.

The goal is to help marketers drive market share and profitability through superior audience insights. More than $9 billion is projected for OOH ad spend in the coming years. Comscore's vision is to measure outdoor advertising platforms, cinema, and place-based distribution such as retail spaces, stadiums, office buildings and transportation hubs and make it available through traditional buyside planning and buying tools.

"The addition of out-of-home measurement is a natural extension of Comscore's impressions-based currency that the media ecosystem relies on to drive better business outcomes," said Bill Livek, CEO, Comscore. "With rapid changes in consumer consumption and the need to drive maximum return on investment for every ad dollar, marketers need a complete and unduplicated view of where their target audience is seeing content. This is why Comscore has an advantage in the market. We are the trusted source for superior audience insights across linear TV, OTT, desktop, mobile, and cinema and are now bringing the same measurement acumen to bear on outdoor and digital out-of-home at a time when America is starting to go out of home again."

"We are excited to welcome Comscore as a DPAA Member. As DPAA drives the digitization and growth of out-of-home advertising, Comscore's expertise in digital, video, OOH and international will help DPAA and our individual members drive our growth across the globe," said Barry Frey, President, CEO, DPAA.

"Our industry welcomes Comscore as a doorway for out-of-home to break into cross-platform measurement," said Andy Sriubas, Chief Commercial Officer at OUTFRONT Media. "Their data flows through the internal planning and buying platforms at major holding companies, independent agencies and leading third-party processors. It is time for out-of-home to take its rightful place beside digital, mobile, TV and OTT on the agency desk, through cross-media comparative value measurements."

Comscore's OOH efforts are being spearheaded by Gary Warech, Comscore's Executive Vice President who most recently led the company's Brand Direct, Brand Tracking, Pharma and Branded Content businesses. Warech is a seasoned veteran with more than 25 years of experience building partnerships, managing strategic initiatives, and implementing both syndicated and custom research solutions including OOH.

About Comscore
Comscore (NASDAQ: SCOR) 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 TV audiences and advertising at scale, Comscore is the industry's emerging, third-party source for reliable and comprehensive cross-platform measurement. To learn more, visit www.comscore.com.

 

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SOURCE Comscore

FAQ

What is Comscore's recent announcement regarding OOH advertising?

Comscore announced its membership in the DPAA and OAAA to enhance its out-of-home advertising measurement capabilities.

How much is projected for OOH ad spend in upcoming years?

More than $9 billion is projected for out-of-home advertising spending in the coming years.

What does Comscore aim to achieve with OOH measurement?

Comscore aims to help marketers drive market share and profitability through superior audience insights.

Who is leading Comscore's OOH efforts?

Gary Warech is leading Comscore's efforts in expanding into OOH measurement.