Russ Curry, Ministry of New Media
Comscore (NASDAQ: SCOR) who recently announced their entrance into the OOH measurement space have announced a new agreement with the Lightbox OOH Video Network.
Under the agreement, Lightbox will receive digital ad impressions, reach estimates and audience profiles reported by month. This custom solution, available now for all brands, will become eligible for inclusion in Comscore’s Plan Metrix® planning tool.
Greg Glenday, CEO, Lightbox told us “It’s finally time for digital out-of-home to behave like an actual digital medium. At Lightbox, our largest client partners want to buy our audiences and it’s past time for us to make that easier for them. Comscore is the measurement solution the clients asked for, and we’re thrilled to partner with them to innovate in this space. Companies like Comscore planting a flag in digital out-of-home is why analysts are so bullish on the future growth of our industry.”
Comscore continues to execute on its vision to measure outdoor, cinema, and place-based advertising platforms, such as those found in retail spaces, business and medical offices, entertainment venues and transportation hubs.
Gary Warech, Executive Vice President, Comscore said “We are thrilled that Lightbox has turned to us for their measurement needs. Our charter subscribers will help shape the way digital out-of-home is planned and bought for a long time to come. Lightbox is an essential voice to have at that table.”
Measured OOH audiences will be made available to advertisers and agencies through Comscore Plan Metrix® Multi-Platform and existing APIs. Plan Metrix® combines consumers’ desktop and mobile behavior with detailed information about their lifestyles, interests, attitudes, demographics, and behaviors for a unified digital view. Digital out-of-home networks will be treated as any other digital publisher, giving hundreds of agencies access to its audiences.
Bill Livek, CEO, Comscore was quoted as saying “For more than 20 years, the media ecosystem has relied on Comscore’s stable, granular measurement to achieve better business outcomes, and we are excited to now begin executing on our vision to incorporate out-of-home into our holistic cross-platform approach. Consumers are increasingly spending more time outside, giving brands a prime opportunity to engage with relevant audiences. Comscore is ready to help marketers optimize their OOH campaigns with advanced audience insights.”
Lightbox is a leading digital out-of-home video network that leverages technology and creativity to connect advertisers with millions of consumers in the real world. The premium video network offers national scale with hyper-local execution via 10,000+ can’t-miss, audio-available screens in shopping destinations, city streets and WeWork locations across North America.
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