After a whirlwind week at CES with our clients, partners, and team, we came back more energized than ever to jump into 2024. The unifying theme at the event was a laser-focus on audiences: reaching them on the right platform, serving the best creative content, and gaining the right insights that can help marketers understand audience preferences. The consumer is still the center of the universe, which is exactly how it should be.
As for Comscore, Brian Pugh and I had a great session called “You Had Me at Cross-Platform: Reach, Frequency and Beyond in Advertising” with our partners, Google/YouTube (Marta Martinez) and the NFL (Dave Bolger). The use case was about reaching audiences across platforms during the biggest sporting event of t he year: Super Bowl LVII. Our collective research showed that YouTube reached 88% of adults 18-49 with a Super Bowl ad vs. 68% on linear TV, highlighting that it is not only what viewers are watching but also where and how they consume content that matters to a campaign’s success.
Here are some more of the key themes we saw in Vegas:
It is all about Cross-Platform Audiences
Generative AI Will Play a More Prominent Role in Advertising
Third-Party Signal Loss is Top-of-Mind for Marketers Looking to Sustain Audience Reach
Retail Media is Primed for Growth
Overall, it’s going to be an exciting year in advertising and at Comscore. And it’s always a pleasure to kick every new year off with colleagues, old friends and partners at CES.
To learn more about our solutions to reach and measure audiences across screens, get in touch with us here.