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Blog Lug. 15, 2016 | Share

Premium Publishers Drive Much Higher Brand Lift, Particularly Mid-Funnel

Premium Publishers Drive Much Higher Brand Lift, Particularly Mid-Funnel

comScore recently conducted research examining the branding effectiveness of digital display and video ads appearing on Digital Content Next (DCN) member sites compared to non-member sites. DCN is a consortium of digital publishers whose brands have a direct relationship with the consumer and therefore are more likely to be household names and are generally... Read more

Blog Giu. 24, 2016 | Share

Reach vs. Ratings: Bridging the Divide Between TV and Digital Metrics

Reach vs. Ratings: Bridging the Divide Between TV and Digital Metrics

There’s been quite a bit of industry debate recently about what are the right metrics to enable cross-media comparability of TV and digital. During the Upfronts/Newfronts season, many digital video providers touted metrics of unique viewers or video views in comparison to TV audience metrics. Several have since argued that this is not a fair comparison... Read more

Blog Giu. 13, 2016 | Share

Mobile Ads Drive Higher Brand Lift Than Desktop Ads

Mobile Ads Drive Higher Brand Lift Than Desktop Ads

Despite mobile accounting for 63% of total digital time spent in 2015, it only attracted 35% of all online ad dollars, according to the IAB 2015 Internet Ad Revenue Report. Ad dollars tend to eventually follow attention, but right now there’s a gap in monetization as the industry learns how well their mobile ads are performing and how effective they... Read more

Blog Apr. 27, 2016 | Share

Understanding CNN's Unduplicated Cross-Media Audience Footprint

Understanding CNN’s Unduplicated Cross-Media Audience Footprint

comScore and CNN today released a report, based on comScore Xmedia™ data, highlighting the cross-media reach of CNN across TV, desktop and mobile. As media continues to converge and we embark upon a cross-media future, there is an increasing need to understand how media companies deliver their valuable audiences across all the screens that matter. Read more

Blog Mar. 22, 2016 | Share

comScore and Adobe Partner to Deliver Seamless Cross-Platform Audience Insights

comScore and Adobe Partner to Deliver Seamless CrossPlatform Audience Insights

We kicked off this year with a promise to create the new model for cross-platform measurement that is built on a precise, innovation-led understanding of audiences, brands and consumer behavior at massive scale. We’re in a dynamic world that’s characterized by tremendously fragmented audiences who are watching and engaging with more content than... Read more

Blog Mar. 10, 2016 | Share

comScore in Journal of Advertising Research on How to Distinguish “Valuable” from “Nice to Know” Among Measures of Consumer Engagement

comScore in Journal of Advertising Research on How to Distinguish “Valuable” from “Nice to Know” Among Measures of Consumer Engagement

In the following article entitled “In the Digital World, Not Everything That Can Be Measured Matters” comScore Co-Founder and Chairman Emeritus Gian Fulgoni identifies the metrics that matter to marketers’ return on advertising investment (ROI) versus those that either are nice to know or downright misleading. The article was recently published... Read more

Blog Feb. 5, 2016 | Share

Warc Webinar: 5 Digital Marketing Lessons from comScore

This past week I had the pleasure of presenting on a webinar for WARC (the U.K. based “World Advertising Research Center”) on the topic of “Lessons Learned in a Digital Marketing World”. I discussed several of the fundamental lessons that we’ve learned at comScore over the years about digital marketing effectiveness and the metrics that matter. Read more

Blog Dic. 22, 2015 | Share

comScore in Journal of Advertising Research on Why the Gross Rating Point Metric Should Thrive in Today’s Fragmented Media World

comScore in Journal of Advertising Research on Why the Gross Rating Point Metric Should Thrive in Today’s Fragmented Media World

In the following article entitled “Is the GRP Really Dead in a Cross-Platform Ecosystem?” comScore Co-Founder and Chairman Emeritus Gian Fulgoni argues that the GRP will remain vital in the measurement of unduplicated reach and frequency across platforms, as consumers’ consumption of television content continues to fragment in ways unimaginable... Read more

Blog Nov. 11, 2015 | Share

Multi-Platform Media Planning in Practice

Multi-Platform Media Planning in Practice

In our previous blog post, Bringing Mobile into the Digital Media Planning Process, we examined how the shift in consumers’ digital consumption has created challenges in planning efficiently. Specifically, we delved into how planning in device silos rather than with de-duplicated audiences can lead to missed campaign objectives and wasted spend. Read more

Blog Ott. 12, 2015 | Share

Join Us: Reach the Right Audiences, Faster with comScore vCE in Google DoubleClick

Join Us: Reach the Right Audiences, Faster with comScore vCE in Google DoubleClick

The buying and selling of advertising is growing increasingly complex, with advertisers and agencies trying to reconcile multiple systems and a variety of data sources in order to successfully create campaigns that meet their brand goals. Our mission here at comScore is to continue simplifying that buying and selling process, giving our clients the... Read more