Scoring with Comscore: A Data Driven Approach for Winning Insights on Sports and Fans
Bill Livek has many ways to describe advanced advertising targeting—a train, a steamroller, a big snowball. Whatever the metaphor, it’s particularly advanced at the local level, says the President of measurement provider Comscore.
In response to a question from interviewer Matt Prohaska, CEO and Principal of Prohaska Consulting, Livek credits local advertising agencies. With the exception of video on demand, a truly census-based viewer measurement system for TV does not exist. And while the current system is still dependent upon targeting audiences by age and sex demographics, advanced targeting is gaining headway. This is true not only of high-profit product/service categories but consumer packaged-goods.