15 Dec 2017
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comScore, Viacom in multi-year deal for cross-platform measurement

MUMBAI: US media conglomerate Viacom and comScore have announced a multi-year partnership for cross-platform measurement, marking the first cross-platform deal for the newly merged comScore and Rentrak.

The alliance represents a turning point in the business of television and advanced currency, state the parties.

Viacom will have access to comScore’s robust set of cross-platform measurement tools and advanced demographic capabilities, which span the linear TV, video-on-demand, digital, and over-the-top environments.

In turn, the data will be translated by Viacom’s proprietary suite of industry-leading data-driven Vantage advertising products and will be available for use as a currency for transacting. This will unlock maximum value to marketing partners by delivering the most complete view of the consumer in the industry.

Entering its third year, Viacom Vantage pioneered the data-driven product arena when it was introduced and has constantly evolved to stay ahead.

“This partnership with comScore marks a fundamental watershed moment in the business of television. This revolution in targeting, currency and measurement is the equivalent of shifting from black and white to colour. Viacom’s longstanding investment in data and innovation and our unique ability to merge creativity and science has positioned us far ahead in the marketplace by delivering what partners crave—the most comprehensive view of the consumer and the most effective way to reach them,” said Viacom senior VP data strategy Bryson Gordon.

The data for comScore’s revolutionary cross-platform tools gather information from a massive footprint of the population covering more than 40 million televisions and 120 million VoD users in 210 markets across the US, in addition to more than 1.5 trillion monthly digital interactions.

comScore’s rich data is augmented by visibility into associated consumer behaviours, such as shopping, leisure activity and geolocation information. When Viacom Vantage translates these many layers of data, it unlocks state-of-the-art capabilities for advertisers to target television advertising, as well as reach audiences wherever they are consuming content, and then measure the impact of their spend in unprecedented ways.

“We are excited to partner with Viacom on a deal that we believe will transform the way advertising will be bought and sold. Viacom’s expertise in data strategy makes them an ideal first partner to leverage our cross-platform metrics and advanced demographics as a more powerful currency on which to transact. With these new capabilities, Viacom’s advertising partners will be the first to benefit from a radically more efficient way of conducting business and reaching the most precise audiences imaginable,” said comScore CEO Serge Matta.

Viacom has long pioneered in the area of innovative data-driven ad products, investing in in-house data strategy teams, research and partnerships. The expanded suite of Vantage products launched ahead of this Upfront season includes products that transform how audience segments are built, how integrated and social marketing content is designed, and how a broad set of advertisers can adopt predictive targeting in days, not weeks. The five new proprietary products are as follows:

Vantage Target Discovery uses sophisticated data-mining techniques to help marketers identify ‘persuadables’, the consumers who are not currently using a particular brand but have the propensity to be receptive to the advertiser’s messaging.

Vantage Instant Audience makes the power of Vantage accessible to a broader array of clients by simplifying the data-driven targeting process.

Viewprint is a data-driven creative map that innovates how custom marketing campaigns are developed by enhancing the level of visibility into consumer segments during ideation to inform and focus creative aspects.

Echo Social Graph 2.0 measures the effectiveness and virality of custom creative marketing campaigns; updated to integrate Canvs’ emotional analysis to deliver deeper insights into the consumer impact of a campaign.

Velocity Content Network (VCN) is a virtual network of custom creative branded content programmes informed by data and distributed across social platforms. VCN weaves in Viewprint during ideation; Vantage for targeting; and Echo Social Graph 2.0 for measurement.