Comscore Transforms Local and National Ad Campaigns with Pioneering Cross-Platform Audience Measurement
22 Febbraio 2024 - 2:00PM
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 28% incremental reach in their CTV buys.
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 ComscoreComscore (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 TTDThe 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.
Media Contactpress@comscore.com
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