Russ Curry, Ministry of New Media
Comscore (Nasdaq: SCOR), a trusted partner for planning, transacting and evaluating media, today announced an agreement with Captivate, North America’s leading location-based digital video network, to provide reporting from Comscore’s fast-growing digital out-of-home solution. The new reporting includes digital ad impressions, reach, and frequency by market and demographic.
With 25 years in digital place-based media, Captivate is a long-standing industry leader that engages millions of valuable consumers monthly. Known for its 100% brand safe environment, Captivate has provided advertisers with further access into the consumer journey over the years through its network of now 35,000+ digital video screens across office, residential, golf, ski and ridesharing venues.
Initially, Comscore will be providing Captivate with granular audience measurement across six of its networks: U.S. office elevators and lobbies; Canadian office elevators and lobbies; U.S. residential buildings; and U.S. golf clubs.
Scott Marden, Captivate Chief Marketing Officer and DPAA Standards & Research Committee Chairperson told us “Quality data and measurement have been a core focus for Captivate since its inception. Over the past several months, I along with a team of researchers within the DPAA have assessed the measurement needs of each individual network as well as the industry as a whole. That process was instrumental in confidently partnering with Comscore to meet the measurement needs of our advertising partners and continuing to transparently report on our audience.”
Gary Warech, Executive Vice President, Comscore said “We are thrilled to begin working with Captivate to advance their understanding of their premium audience. With some of the most desirable DOOH inventory across commercial, residential and recreational footprints, Captivate is one of the leaders in the digital signage space and we are looking forward to delivering value for the benefit of their clients.”
As part of its focus on delivering the next generation of DOOH measurement, Comscore is developing solutions to precisely measure traditional outdoor platforms such as roadside billboards, street furniture, and place-based advertising platforms that are designed to reach consumers in retail spaces, business and medical offices, entertainment venues, transportation hubs and cinema.
Measured DOOH 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 and unduplicated view. Digital out-of-home networks will be treated as any other digital publisher, giving hundreds of agencies and thousands of users access to its audiences.
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