RESTON, Va., Jan. 12, 2021 /PRNewswire/ -- Comscore
(NASDAQ: SCOR), a trusted partner for planning, transacting, and
evaluating media across platforms, today announced it has completed
the first of a series of brand lift surveys in partnership with
Frameplay, a leading global intrinsic in-game advertising company.
Focusing on the intrinsic in-game advertising category, the new
brand lift survey series is designed to study and highlight the
value of this highly lucrative and emerging advertising space and
the enhanced creative standards brought forth by Frameplay's
capabilities. In the kickoff survey, Comscore and Frameplay
worked with a leading snack brand that wanted to connect to the
significant gaming audience in a meaningful, authentic way using
Frameplay's intrinsic in-game advertising capabilities. Frameplay
enabled Comscore's brand lift survey to better evaluate the impact
of intrinsic in-game advertising on key branding
measures.
As a result of the joint effort, this leading snack brand
recognized a brand attribution lift across the board. The brand
registered double-digital point lifts including a +31.8 point lift
in Mobile Ad Recall, +32 point lift in Fit as a Game Sponsor, +46.4
point lift in Like the Brand's Sponsorship of the Games and +26.2
point lift in Purchase Intent.
The survey results showcase Comscore's industry-leading brand
survey methodology, which gives brands validated and trusted
third-party measurement that highlights the value of the emerging
intrinsic in-game advertising opportunity to
marketers.
"We're excited to partner with Frameplay to illustrate the
impact of in-game advertising initiatives. The gaming space
continues to grow rapidly, and this represents an incredible
opportunity for brands to connect with their target audiences,"
said Carol Hinnant, Chief Revenue
Officer, Comscore. "With so much at stake, it's never been more
important to have verified and trusted independent measurement.
Comscore is committed to working with innovative companies like
Frameplay and supporting the industry with next generation
cross-screen media measurement solutions."
"Brands expect trusted third-party measurement to work across
their media buys to ensure their investment can be valued
properly," said Scott Linzer, SVP
Business Development, Frameplay. "The intrinsic in-game advertising
space is emerging into a scalable opportunity for brands, and thus
even more reason for Frameplay to ensure brands have the
measurement they trust."
The brand lift survey series with Frameplay builds on Comscore's
emerging expertise in the gaming and esports space. Comscore's
recent State of Gaming report provides detailed insights into
the behavior, sentiment, attitudes, and preferences of today's
desktop, mobile, and console gaming audiences.
Comscore's brand lift survey insights help marketers and
publishers better evaluate the impact of intrinsic in-game
advertising on key branding measures, such as awareness,
favorability, recall and purchase intent. The new addition of
Comscore's capabilities to Frameplay's intrinsic in-game
advertising platform will enhance Frameplay's ability to provide
trusted, measurable insights leadership in the video game
space.
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 Frameplay
Frameplay is a global intrinsic
in-game advertising company headquartered in San Francisco, California with global sales
and development offices and teams supporting NA, EMEA, LATAM and
APAC. Frameplay truly enables game developers to place
advertising easily and intrinsically within video game environments
without interfering with or degrading the gameplay performance or
experience.
View original content to download
multimedia:http://www.prnewswire.com/news-releases/comscore-and-frameplay-launch-brand-lift-survey-series-to-better-understand-intrinsic-in-game-advertising-performance-301205748.html
SOURCE Comscore