Comscore Transforms Local and National Ad Campaigns with Pioneering Cross-Platform Audience Measurement
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Insights
Comscore's update to its Campaign Ratings to include local market level deduplication is a strategic move that can significantly alter the landscape of advertising analytics. The ability to integrate audience measurement across national and local linear TV, digital, streaming and social channels provides a comprehensive view of consumer reach that is critical in today's fragmented media environment. This holistic approach allows for more precise targeting and optimization of advertising spend, which can lead to more efficient use of marketing budgets.
For businesses and investors, this development could signal a shift in how advertising effectiveness is measured and optimized. The potential for increased advertising ROI could attract more clients to Comscore's services, potentially impacting the company's revenue and market share within the advertising analytics sector. Moreover, the integration with The Trade Desk as the first demand-side platform to incorporate this local market reporting could foster stronger partnerships and enhance client loyalty, providing a competitive edge.
The introduction of Comscore Campaign Ratings Local (CCR Local) represents a significant technological advancement in ad measurement. The ability to make in-flight campaign adjustments based on hyper-local data is crucial for advertisers aiming to maximize impact and efficiency. For industries such as automotive or political campaigns, where local relevance is paramount, this could be a game-changer in strategy formulation and execution.
From a technological perspective, the integration of various media types into a single measurement tool addresses a longstanding challenge in the ad tech space. The seamless measurement and optimization capabilities across different platforms can lead to enhanced cross-platform strategies and better allocation of advertising dollars. This kind of innovation is likely to set new industry standards and could pressure competitors to develop similar or more advanced solutions to keep pace.
Comscore's financial performance could be positively influenced by the adoption of CCR Local. By offering a product that can provide incremental reach for clients' Connected TV (CTV) buys, as evidenced by the 28% increase seen by existing clients, Comscore may see an uptick in demand for its services. This could translate into stronger revenue growth and potentially improve profitability.
Investors will be interested in monitoring the adoption rate of CCR Local among existing and new clients, as this could serve as a leading indicator of Comscore's future financial health. Additionally, the strategic partnership with The Trade Desk could be indicative of Comscore's ability to forge valuable alliances, which can further solidify its position in the market and drive shareholder value.
Comscore Campaign Ratings (CCR) Now Encompasses Top 100 Local Markets for Holistic Linear, Programmatic and In-flight Digital Optimization
NEW YORK, Feb. 22, 2024 (GLOBE NEWSWIRE) -- In a groundbreaking advancement for the advertising industry, Comscore (NASDAQ: SCOR), a global leader in planning, transacting, and evaluating media across platforms, today unveiled a significant update to its Comscore Campaign Ratings (CCR). This enhancement now extends deduplicated audience measurement to the local market level, which can be applied to all programmatic environments and platforms. CCR will, for the first time, integrate national and local linear TV, digital, streaming, and social channels.
With the introduction of Comscore Campaign Ratings Local (CCR Local), Comscore has effectively bridged the last gap in cross-platform ad measurement, offering advertisers the tools needed for true reach and frequency optimization across the top 100 US local markets, with full coverage of all other local markets to follow. This expansion paves the way for complete local market coverage, revolutionizing how advertisers can harness data for precise, in-flight campaign adjustments across all media types.
With the vast majority of goods being purchased locally, it is critical for brands to incorporate their linear TV ad exposure into their digital strategies and vice versa. With the CCR localization feature, advertisers will be able to optimize their campaigns with precision at the market level to more effectively drive downstream performance outcomes.
“Comscore has delivered a true cross-platform solution that measures audiences at the hyper-local level, enabling our clients to advertise nationally and optimize locally," said Steve Bagdasarian, Comscore Chief Commercial Officer. “Advertisers need measurement partners who can address the scale of where their audiences are. We’re building enterprise-level cross-platform measurement that offers advertisers the ability to seamlessly measure and optimize against their intended audiences with speed and accuracy, whether it is programmatically, directly, nationally or locally.”
The Trade Desk will be the first demand-side platform to integrate CCR Local market reporting, giving The Trade Desk’s clients access to expanded insights to help measure data-driven campaigns powered by Comscore's unparalleled local market coverage.
“The average household has become more crowded with devices and platforms, so marketers need the best data and insights to help ensure the most impactful advertisements,” says Ben Sylvan, VP of Data Partnerships at The Trade Desk. “Comscore’s new offering has the insights to help our clients make the most out of their media investment, especially for auto advertisers or political campaigns, where success on the local level is key.”
In a year when major tentpole events are driving strategic investment strategy and the cross-platform nature of sports, entertainment and political advertising is ramping up, Comscore empowers advertisers to understand how linear and digital ad spend interact both nationally and within each local market. When existing clients have leveraged CCR Local, they have seen upwards of
CCR Local is a powerful tool for brands, agencies, publishers, networks, and local station groups. For more information about CCR Local and its integration with Comscore Campaign Ratings, please visit the product home page.
About Comscore
Comscore (NASDAQ: SCOR) 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 multiscreen 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 TTD
The Trade Desk is a technology company that empowers buyers of advertising. Through its self-service, cloud-based platform, ad buyers can create, manage, and optimize digital advertising campaigns across ad formats and devices. Integrations with major data, inventory, and publisher partners ensure maximum reach and decisioning capabilities, and enterprise APIs enable custom development on top of the platform. Headquartered in Ventura, CA, The Trade Desk has offices across North America, Europe, and Asia Pacific. To learn more, visit thetradedesk.com or follow us on Facebook, Twitter, LinkedIn and YouTube.
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FAQ
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