RESTON, Va., March 31, 2021 /PRNewswire/ -- Out-of-home
(OOH) advertising remains a vital part of building brand awareness
and plays an increasingly important role in advancing the consumer
journey. That's why Comscore (NASDAQ: SCOR), a trusted partner for
planning, transacting, and evaluating media across platforms, is
excited to announce that it has joined the DPAA and the Out of
Home Advertising Association of America (OAAA). The new
alliances with two of the leading industry organizations come as
Comscore accelerates its efforts to add OOH measurement to its
cross-platform product suite.
The goal is to help marketers drive market share and
profitability through superior audience insights. More than
$9 billion is projected for OOH ad
spend in the coming years. Comscore's vision is to measure outdoor
advertising platforms, cinema, and place-based distribution such as
retail spaces, stadiums, office buildings and transportation hubs
and make it available through traditional buyside planning and
buying tools.
"The addition of out-of-home measurement is a natural extension
of Comscore's impressions-based currency that the media ecosystem
relies on to drive better business outcomes," said Bill Livek, CEO, Comscore. "With rapid changes
in consumer consumption and the need to drive maximum return on
investment for every ad dollar, marketers need a complete and
unduplicated view of where their target audience is seeing content.
This is why Comscore has an advantage in the market. We are the
trusted source for superior audience insights across linear TV,
OTT, desktop, mobile, and cinema and are now bringing the same
measurement acumen to bear on outdoor and digital out-of-home at a
time when America is starting to go out of home again."
"We are excited to welcome Comscore as a DPAA Member. As DPAA
drives the digitization and growth of out-of-home advertising,
Comscore's expertise in digital, video, OOH and international will
help DPAA and our individual members drive our growth across the
globe," said Barry Frey, President,
CEO, DPAA.
"Our industry welcomes Comscore as a doorway for out-of-home to
break into cross-platform measurement," said Andy Sriubas, Chief Commercial Officer at
OUTFRONT Media. "Their data flows through the internal planning and
buying platforms at major holding companies, independent agencies
and leading third-party processors. It is time for out-of-home to
take its rightful place beside digital, mobile, TV and OTT on the
agency desk, through cross-media comparative value
measurements."
Comscore's OOH efforts are being spearheaded by Gary Warech, Comscore's Executive Vice President
who most recently led the company's Brand Direct, Brand Tracking,
Pharma and Branded Content businesses. Warech is a seasoned veteran
with more than 25 years of experience building partnerships,
managing strategic initiatives, and implementing both syndicated
and custom research solutions including OOH.
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, visit
www.comscore.com.
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SOURCE Comscore