Re-Mastering Measurement in a Multi-platform World: ESPN's New Game Plan
Speaker: Gian Fulgoni, Executive Chairman & Co-Founder, comScore Inc. and Barbara Singer, Vice President, ESPN
Event: ACA Conference: Re-Mastering Marketing
In today's fragmented media world, publishers, advertisers and their agencies are faced with the challenge of re-mastering their media plans to optimally reach consumers across a variety of media platforms. Unfortunately, the media consumption databases that are available lack the scale, granularity and interaction detail media planners need.
To address this, in September 2012, ESPN, comScore and Arbitron announced an ambitious initiative to measure consumption of display, video and audio content across five platforms ‒ radio, TV, desktop, smartphone and tablet ‒ on a continuous basis. The goal was to build the first national cross-platform measurement system using radically new technological approaches.
This presentation features an update from ESPN and comScore regarding their vision for a cross-platform audience measurement solution, the status of the initiative and the results generated to date from the project.