RESTON, Va., Nov. 23, 2020 /PRNewswire/ -- Comscore
(NASDAQ: SCOR), a trusted partner for planning, transacting, and
evaluating media across platforms, today announced a new agreement
to provide Anzu, the world's in-game advertising leader, with
Comscore's industry-leading Validated Campaign Essentials™ (VCE®)
and Comscore Brand Survey Lift™ solutions for mobile campaigns.
The gaming market is bigger than the music and film industries
combined, with a worldwide audience topping 3 billion people who
are projected to spend nearly $175
billion in 2020. With this scope and potential, brand
advertisers have started to consider in-game advertising as part of
their multi-pronged advertising strategy, which means that
third-party measurement and benchmarking is more relevant than
ever.
Anzu unlocks the diverse, hard-to-reach gaming audiences to
brands by seamlessly blending real-world ads into games in a
non-intrusive way that respects the gamer experience. With the
partnership between Anzu and Comscore, advertisers will be able to
measure their in-game advertising campaigns in real time and
evaluate the impact of the campaigns on their brands. These
valuable insights will give advertisers the confidence to tap into
in-game advertising.
"We are thrilled to collaborate with Comscore, a pioneer in the
field and a trusted partner for top-tier advertising brands," says
Itamar Benedy, CEO and Co-Founder, Anzu. "As gaming has taken off,
advertisers are seeing its potential as a media channel. I'm happy
to expand Comscore's footprint across the in-game space as,
together, we empower advertisers to make informed decisions and
measure the value of this relatively new and fast-growing
channel."
"We are excited to begin supporting Anzu's innovative in-game
advertising with our advertising measurement and attribution
solutions that will enable a deeper understanding of their
audience's behavior and power Anzu's business growth," said
Carol Hinnant, Chief Revenue
Officer, Comscore. "Comscore understands the enormous opportunity
that gaming and Esports is presenting the industry and is building
the next generation of cross-screen media measurement solutions to
support it. We are pleased to support Anzu's mission to improve the
advertising ecosystem by creating meaningful connections between
people and brands."
There have been remarkable shifts in video gaming and esports
audience behavior in 2020, including a growing receptiveness to
advertising and product placement. Comscore's 'State of Gaming'
report found that 48 percent of all gamers would like to see
more chances for rewarded in-game ads in a day.
Comscore Validated Campaign Essentials™ (VCE®) is a holistic
advertising measurement solution that provides real-time insights
to improve the performance of advertising campaigns. VCE validates
audience delivery and viewability for display and video inventory
across desktop and mobile devices.
Comscore Brand Survey Lift™ is a survey-based branding
effectiveness solution that measures the total branding impact of
cross-platform campaigns as well as lift by platforms, network,
publisher, placement and creative. Brand Survey Lift provides
marketers, agencies and media companies with insight into a
campaign's ability to drive lifts in key branding metrics, such as
awareness, favorability and purchase intent.
About Comscore
Comscore (NASDAQ: SCOR) is a trusted
partner for planning, transacting and evaluating media across
platforms. With a data footprint that combines digital, linear TV,
over-the-top and theatrical viewership intelligence with advanced
audience insights, Comscore allows media buyers and sellers to
quantify their multiscreen behavior and make business decisions
with confidence. A proven leader in measuring digital and TV
audiences and advertising at scale, Comscore is the industry's
emerging, third-party source for reliable and comprehensive
cross-platform measurement. To learn more about Comscore, visit
www.comscore.com.
About Anzu
Anzu.io is a leading in-game advertising
platform that brings real-world brand ads to video gaming and
esports. Backed by BITKRAFT Esports Ventures, WPP, and Axel
Springer Digital Ventures, Anzu redefines digital advertising
through seamless integration of non-intrusive ads into the
gameplay. Bringing real-time data and programmatic to the video
gaming world, the platform promises native advertising, brand
safety, and ad viewability. For more information visit
www.anzu.io.
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SOURCE Comscore