Unilever Leverages comScore validated Campaign Essentials™ (vCE®) Service to Gain a Holistic View of Digital Campaign Performance in Brazil
Research Uncovers Sources of Sub-Optimal In-Target and In-View Delivery, Supporting the Need for Greater In-Flight Campaign Management to Improve Digital Advertising ROI
Sao Paulo, Brazil, February 25, 2014 - comScore, Inc. (NASDAQ: SCOR), a leader in measuring the digital world, today announced that Unilever Brazil, a pioneer in digital measurement, leveraged validated Campaign Essentials (vCE), a holistic ad and audience delivery validation solution, to identify sources of sub-optimal in-target and in-view campaign delivery. Media buyers and sellers around the globe use vCE to better understand campaign delivery and to optimize campaigns in flight, ultimately improving digital return on investment.
Understanding the need for increased transparency and accountability in the digital advertising market, Unilever Brazil recently conducted a vCE pilot on campaigns for OMO and AXE, two prominent brands in its portfolio. The campaigns leveraged the Sizmek platform, with the majority of the impressions running on high-reach websites and portals.
“We are excited to be working with Unilever to validate the delivery of their digital ad impressions. Through the use of vCE, Unilever is able to better understand how different media are performing in terms of in-view rates as well as how they are are delivering impressions to a desired audience,” said Alex Banks, Managing Director at comScore Brazil. “In addition to enabling clients to optimize digital campaigns in-flight, vCE provides a validated GRP metric, which helps Unilever and other brands compare digital to more traditional forms of media, like TV. Over the long term, we feel this will greatly assist the shifting of more advertising dollars to digital.”
“As a global brand, digital advertising is a cornerstone of our marketing efforts at Unilever, both in Brazil and beyond,” said Bruna Gavranich de Almeida, Media Manager at Unilever Brazil. “Our goal in evaluating these campaigns through vCE was to understand if the right people were getting an opportunity to see our messages. Like other media, digital needs to report on real people reached rather than just gross impressions served. The studies revealed opportunities for improvement in delivery, and through in-flight course correction, we are optimistic about our ability to increase the effectiveness of our digital efforts.”
“Increasingly, the digital ad industry has come to accept that click-through rates (CTR) are not an ideal measure of a campaign’s success. With little correlation to traditional branding metrics, the CTR is at best an incomplete and at worst a misleading measure of digital campaign performance,” said Marcelo Lobianco, VP Executivo, IAB Brasil. “Alternatively, metrics, like those provided in vCE, give advertisers and their agencies as well as publishers, the type of insights they need to evaluate digital campaigns in the context of what truly matters and in a way that is comparable to traditional advertising channels, like TV.”
About comScore validated Campaign Essentials (vCE)
Available in 43 markets around the globe, vCE is a holistic ad and audience delivery validation solution that provides deep campaign insights, in-flight reporting and daily alerting for convenient and effective campaign management. Unlike existing single-point solutions, vCE provides an unduplicated accounting of impressions delivered across a variety of dimensions, such as ads delivered in-view, in the right geography, in a brand safe environment and absent of non-human traffic. It also evaluates the degree to which validated impressions reached the campaign target audience and reports on key metrics, such as reach and frequency and GRPs, comprehensive demographics and behavioral segments.
comScore, Inc. (NASDAQ: SCOR) is a global leader in digital measurement and analytics, delivering insights on web, mobile and TV consumer behavior that enable clients to maximize the value of their digital investments. For more information, please visit www.comscore.com/companyinfo.
Operating in Brazil for over 85 years, Unilever is one of the largest consumer goods companies in the world. As a manufacturer of personal hygiene and cleaning products, food and ice cream, the company operates in 190 countries. Its products are in 100% of Brazilian homes, and within a one-year span, its products reach, monthly, 46 million households. Every day, 2 billion people use at least one Unilever product somewhere in the world. The company has a history of more than 80 years of success, achievements, bonding and relationship with its consumers, anticipating wishes, meeting needs and building established brands such as Omo, Comfort, Fofo, Seda, TRESemmé, Lux, Kibon, Hellmann’s, Arisco, Knorr, Becel, Maizena, AdeS, Dove, Axe, Close Up and Rexona, among others. Each year, Unilever launches approximately 75 new products and is a market leader in 10 out of 13 areas in which it operates.
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