An ad that never had an opportunity to be seen by its target audience can’t deliver its intended impact. Nor can an ad that was delivered in the wrong geography, next to questionable content or subject to non-human traffic.
comScore’s new validated Campaign Essentials product is a step forward in addressing several fundamental issues surrounding the current state of counting online ad impressions. comScore’s introduction of validated ad impressions and vGRPs is aligned with the 3MS recommendations of moving the industry to a viable impression standard. vCE is an innovative solution that adds a level of transparency that is welcomed.
The industry has needed a measurement that enables marketers to compare across media seamlessly for some time. Furthermore, marketers need to be held accountable for delivering quality, reliable impressions that engage the right audience, in the right geography, within brand-appropriate content. comScore’s vGRP proposes to solve for both of these current painpoints.
At Kellogg’s we are continually seeking to improve the overall effectiveness of every media dollar spent. Key to enabling our decisions is understanding who each impression reaches, how visible our ads are, and where the greatest efficiencies exist. Being able to validate our media delivery through a single source with vCE creates opportunities for both near real-time optimizations as well as enhanced future planning.
It is critical that we can understand the extent to which ads delivered on our sites are actually viewed by the intended audience. This type of insight allows us to improve our relationships with consumers and our advertising partners. comScore vCE is a welcome innovation, and I am particularly excited about how this measurement solution can help us optimize our site content and the advertising that we deliver on it.
Understanding the delivery of our ad placements is essential to our business so that we can maximize the impact of our clients’ campaigns. comScore validated Campaign Essentials gives us quick, insightful and comprehensive measurement of every aspect of ad delivery, which allows us to provide superior transparency into the delivery of RTB investments.
validated Campaign Essentials (vCE) is a holistic ad and audience delivery validation solution that delivers real-time insights to improve the performance of advertising campaigns – for display, video and mobile devices.
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.
As much as 40% of digital video campaigns can be originating from non-human or fake traffic, says Anne Hunter in an interview with Beet.TV at the 4As’ (American Association of Advertising Agencies) Transformation 2015 event in Austin, Texas. The problem has intensified with the growth of digital video advertising.
The ad validation suite in vCE, which includes viewability, brand safety, in-country geographic delivery, engagement, and removal of non-human traffic, is accredited by the Media Rating Council (MRC).
To learn more about how comScore can help you compete and succeed in the digital world, contact us today.