comScore Campaign Essentials: Comprehensive Video Measurement
Online measurement company comScore has introduced validated Campaign Essentials (vCE) for Video, which is designed to satisfy the demands of traditional television advertisers, while offering the viewability, targeted demographic, and behavioral measures possible online.
To satisfy the demands of TV advertisers looking to expand their campaigns online, vCE Video measures gross ratings points (GRPs), as well as reach, frequency, and target ratings points (TRPs). It also includes validated metrics for each of those areas, designed to show the ad's influence on consumer behavior. The system's measures were created to work with traditional TV campaign measurement tools, including overnight reporting.
The vCE Video system provides granular demographics for age, gender, household income, household size, race, and ethnicity. It measures impact for over 70 behavioral segments, showing advertisers an ad's effectiveness on people with similar interests.
comScore has already tested vCE Video with over 120 advertisers and agencies and 80 publishers in 28 countries. It received MCE accreditation in August.
By meeting the demands of TV advertisers, comScore is helping online video content providers gain an equal footing, and by measuring validated views for targeted audiences it's pushing the online world forward. This is a large offering that will help online broadcasters leverage their audiences and increase revenue.
Media, marketers, and advertisers will benefit from a cross-platform broadcast and online measurement platform.
The study followed 10,000 multiscreen viewers and found that many surf while watching broadcast TV.