ComScore Debuts Xmedia to Measure TV and Online Video Viewing
For advertisers, getting a clear picture of cross-platform viewing has been a challenge, one that required combining data from multiple tools. Measurement specialist ComScore aims to remedy that with Xmedia, a new tool for U.S. customers. This syndicated offering lets advertisers combine properties from both TV and online into one measure, showing a campaign's overlapping and incremental audience reach.
"Putting these pieces together in a measurement system that accounts for all the ways content is consumed today is no small feat, and completely different rules of engagement are required," says Serge Matta, CEO of ComScore. “We’re excited to be the first company to help the industry rewrite these rules by delivering what our clients have long been asking for: a comprehensive and granular cross-platform measurement system that combines TV and digital audiences.”
The Xmedia suite can also show campaign performance metrics, guiding advertisers in planning, running, and fine-tuning cross-media campaigns.
Broadcasters are pleased by the news. According to David F. Poltrack, the chief research officer for CBS Corporation, Xmedia will let his company show advertisers how viewers see content on multiple devices, which is useful in selling ad packages for a targeted demographic.
Measurement has been an obstacle for online-only properties. "Hulu users watch our content in countless ways across all of our distribution partners and we must be able to measure all of it. We know that if you can’t measure it, you can’t sell it and we’re glad to have a new tool to move in that direction," notes Peter Naylor, senior vice president of sales for Hulu.
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The measurement specialist advocates a viewer-centric approach that creates a unified view of the broadcast and online viewing audience.
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