comScore

MIAMI – 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. “The thing that we’re seeing is that advanced targeting is more advanced in local markets,” Livek says in an interview […]

CANNES — One screen good, two screens better… but, in households with multiple people and multiple devices, how are advertisers and content owners supposed to understand consumption anymore? That’s where media measurement agencies come in – and that’s why digital measurer comScore agreed to merge with TV mesaurement firm Rentrak last year. The outcome – a combined […]

CANNES — TV ads targeted at individual households may be more expensive than those traditionally delivered en masse – but extra data that closes the loop between ad spend and sales lift will make things cost-effective in the long run. That’s according to a comScore TV chief. comScore national TV EVP Chris Wilson says his media measurement company […]

SEVILLE — When comScore launched in the 1990s, it began measuring consumers’ internet browsing habits by installing a software monitor on their PC. Times have changed. A lot. With devices proliferating, online life is no longer about the computer in the study – so comScore is making a move to capture everything, with a new product […]

SEVILLE — As consumers’ media time has fragmented across a smorgasbord of different devices, comScore is amongst the agencies racing to catch up, by allowing media companies and advertisers to track holistic experiences. “When we talk to our clients, the number one ask is the ability to be able to track and report their audiences and […]

FORT LAUDERDALE — Fragmented content consumption has given rise to platforms that help advertisers and buyers aiming to put measurement back together. The only problem? They’re fragmented, too! Does any of this matter? Some marketers are becoming excited about the prospect of unifying ad measurements in to a single, holistic metric. But is that feasible? An entertaining panel convened at […]

We hear a lot about data science in advertising nowadays. But Gian Fulgoni may have been the trade’s original “Maths Man”. At university, he studied for a physics degree first and a masters in marketing second. That fusion eventually saw Fulgoni lead IRI, the first major supplier of point-of-sale scanner information to the consumer goods industry, in the 80s and […]

AUSTIN — As much as 40% of digital video campaigns can be originating from non-human or fake traffic, says Anne Hunter, Senior VP Marketing at comScore, in this interview with Beet.TV. The problem has intensified with the growth of digital video advertising. “Because marketers are moving their budgets to digital, there is an incentive for bad players […]

Digital advertising has grown fast over the last few years – but its surge is not causing the overall advertising economy to inflate, says an ad measurement veteran. “Digital has skyrocketed – but it’s coming from other budgets,” according to comScore executive chairman emeritus Gian Fulgoni. “Total US advertising spending is not growing consistently at 10%. “One […]

PHOENIX — Over the last year, the reality that many web ads are viewed not by consumers but by automated scripts, or are otherwise out of view, has gained visibility. Some estimates on the topic gloomily suggest the sky is falling over digital advertising. But that’s far from the truth – at least, if you […]

FORT LAUDERDALE — Over the last couple of years, the digital advertising industry has woken up to the problem of fake ad views, in which ads served by a publisher are not really seen by genuine consumers. If you thought “premium” publishers are off the hook, think again… “When we look at the top  top […]

FORT LAUDERDALE — After the discovery that some advertisers were paying for video ads which were not being viewed by actual consumers, the Media Ratings Council last year defined a standard for “viewability”. Now some brands are finding a link between increased viewability and improved sales, says comScore executive chairman emeritus Gian Fulgoni. In this video interview […]

In comScore’s monthly ranking of video advertising properties, AOL reached the top spot for the time. It  ranked #1 in video ad reach, serving ads to 53.8 percent of the total U.S. population in October. BrightRoll Platform came in second with 52.3 percent reach, followed by LiveRail with 52.1 percent, SpotXchange Video Advertising Platform with 51.6 […]

CHICAGO — Digital video is performing highly as an advertising medium, and nearly approaching the volume of TV in some quarters, says one of the leaders of venerable media metrics house comScore. “You need about three times as many display impressions to get to the same lift in impact which you get with video,” co-founder […]

CHICAGO — Less than a year after it began testing auto-playing video, Facebook is the winner in a tipping point against rival Google. “In the month of August, on desktop viewing, they delivered about a billion more views than YouTube – which is pretty amazing,” co-founder and chairman emeritus Gian Fulgoni reveals to Beet.TV in this […]

CHICAGO — Video ads are three times more effective than display ads in delivering brand goals, says Gian Fulgoni, co-counder  and executive chairman emeritus of comScore, in an interview with Beet.TV “Video-delivered campaigns are much more effective than display in terms of a causing a lift in some action metrics as well as attitudinal branding […]

The online ad industry’s recent embrace of TV-style gross rating point (GRP) metrics for audience measurement has come largely thanks to roll-out of GRP systems by individual metrics groups. But the whole industry will have a sector-wide agreed GRP within a year, according to an advertising representative. “Now that everyone is agreeing that GRPs are […]

The reality that many of the online ads paid for by advertisers are not really viewed by human users – or, worse, fraudulently viewed by artificial bots – has risen up the industry’s agenda of late. ComScore chief research officer Josh Chasin characterizes it as “arms race”: “You have the good actors working to eliminate […]

Over the last couple of years, media measurement’s big titans have both rolled out new ways to quantify online video consumption for advertisers – Nielsen’s Online Campaign Ratings (OCR) and comScore’s Validated Campaign Essentials (VCE). Who will win? That’s the wrong question to ask, says an exec from the comScore side. “The market has come to believe […]

Over the last year, video ad measurement firms have started reporting around 40% or 50% of video ad impressions may not really be viewed by consumers, instead invoked by fraudulent publishers looking to sell inventory. But comScore’s chief research officer Josh Chasin says the problem is over-blown. “You’ll see headlines, ‘X% of all video inventory […]