Russ Curry, Ministry of New Media
Comscore (NASDAQ: SCOR), a trusted partner for planning, transacting, and evaluating media across platforms, has announced that it has accelerated its efforts to add OOH measurement to its cross-platform product suite.
Bill Livek, CEO, Comscore told us “The addition of out-of-home measurement is a natural extension of Comscore’s impressions-based currency that the media ecosystem relies on to drive better business outcomes. With rapid changes in consumer consumption and the need to drive maximum return on investment for every ad dollar, marketers need a complete and unduplicated view of where their target audience is seeing content. This is why Comscore has an advantage in the market. We are the trusted source for superior audience insights across linear TV, OTT, desktop, mobile, and cinema and are now bringing the same measurement acumen to bear on outdoor and digital out-of-home at a time when America is starting to go out of home again.”
The goal is to help marketers drive market share and profitability through superior audience insights. More than $9 billion is projected for OOH ad spend in the coming years. Comscore’s vision is to measure outdoor advertising platforms, cinema, and place-based distribution such as retail spaces, stadiums, office buildings and transportation hubs and make it available through traditional buyside planning and buying tools.
Andy Sriubas, Chief Commercial Officer at OUTFRONT Media said “Our industry welcomes Comscore as a doorway for out-of-home to break into cross-platform measurement,” said Their data flows through the internal planning and buying platforms at major holding companies, independent agencies and leading third-party processors. It is time for out-of-home to take its rightful place beside digital, mobile, TV and OTT on the agency desk, through cross-media comparative value measurements.”
Comscore’s OOH efforts are being spearheaded by Gary Warech, Comscore’s Executive Vice President who most recently led the company’s Brand Direct, Brand Tracking, Pharma and Branded Content businesses. Warech is a seasoned veteran with more than 25 years of experience building partnerships, managing strategic initiatives, and implementing both syndicated and custom research solutions including OOH.
Comscore also announced that it has joined the DPAA and the Out of Home Advertising Association of America (OAAA).
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