Comscore launches new cross-platform measurement solution
Comscore Everywhere is a new solution from the media measurement and evaluation vendor, designed to provide comprehensive (deduplicated) insights into media consumption and audience intelligence across platforms. Comscore had previously launched Comscore Campaign Ratings which offered video campaign performance metrics across TV, OTT, desktop and mobile channels.
Why we care. The lesson B2C and even B2B marketers are learning is that customers are channel agnostic. They will choose not only when but where to view and engage with your content. If customers are channel agnostic, campaigns and customer journeys will need to become channel agnostic too. It means leaving “multichannel” marketing behind, because channels are just going to continue to proliferate. Channel agnostic metrics will be part of this new environment and Comscore Everywhere represents a step in that direction — at least for media.
“Consumers don’t think in terms of linear versus streaming versus digital — they think of content,” said David Algranati, Chief Product Officer, Comscore, in a release. “Measurement must reflect that reality.”
The next step will be for Comscore to work with buy-side and sell-side partners to combine TV, CTV, digital and social media assets into one offering with audience intelligence capabilities.
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