Dentsu and Comscore Partner to Transact on Advanced Audiences in Local TV
September 22 2022 - 8:00AM
Business Wire
Dentsu becomes first media agency network to
partner with Comscore to advance beyond age/gender-based currencies
in local TV
Comscore, Inc. (Nasdaq: SCOR), today announced a partnership
with dentsu enabling the agency network to shift local TV buying to
a Comscore-based currency, which supports transactions on advanced
audiences in all 210 local markets.
As a driver of what’s next in media, dentsu will be the first
agency network to place buys in local markets using advanced
audiences across its three US media agencies, Carat, dentsu X, and
iProspect, adding a new addressable solution to the agency
network’s toolkit. The move signals a significant shift for the
local media industry as it seeks to utilize the same data-driven
techniques that have been long employed by national buyers.
Comscore and dentsu will conduct test buys on behalf of two
clients in top 10 local markets based on impressions delivered to
advanced audiences built in dentsu’s proprietary audience-building
platform M1, with buys planned to go live in early 2023. The
partnership will expand to additional markets throughout next year.
All major broadcast stations in the markets and local cable
inventory will also participate in these buys.
“At dentsu we pride ourselves on knowing people better than
anyone else and have been at the forefront of unlocking new ways to
create addressable, audience-first solutions across media
environments. For too long, our local TV buyers have been unable to
reap the benefits of advances in data driven buying,” said Jennifer
Hungerbuhler, EVP, Local & Audio Investment, dentsu Media US.
“As we look to what’s next in media, the scale and stability of
Comscore’s local TV dataset, coupled with the power of dentsu’s M1
audience intelligence platform, enable new opportunities for us to
precisely transact on the audiences that matter most to our clients
and drive value in every market.”
This partnership follows a previous statement in which the
companies announced that they were expanding their long standing
partnership and adding the ability to utilize dentsu’s M1 advanced
audiences within Comscore’s local planning and buying datasets. It
also represents the culmination of a two year proof of concept
phase led by Comscore’s agency and brand leadership team helmed by
Kathryn Roganti, Senior Vice President Commercial at Comscore, and
Karine McMaster, VP, Advanced Media, Local Investment at dentsu
Media US.
“Comscore has a long history of innovating the way media is
bought and sold, and we are proud to partner with dentsu as they
break new ground in the local media industry,” said Carol Hinnant,
Chief Revenue Officer, Comscore. “This test will demonstrate that
advancements in how local media is transacted are not only possible
but necessary.”
To learn more about Comscore’s video currency, visit:
https://www.comscore.com/Products/Television/Local-TV-Measurement
About dentsu International
Part of Dentsu Group, Dentsu International is a network designed
for what’s next, helping clients predict and plan for disruptive
future opportunities and create new paths to growth in the
sustainable economy. Dentsu delivers people-focused solutions and
services to drive better business and societal outcomes. This is
delivered through five global leadership brands - Carat, Dentsu
Creative, dentsu X, iProspect and Merkle, each with deep
specialisms.
Dentsu International’s radically collaborative team of diverse
creators unifies people, clients and capabilities through
horizontal creativity to help clients create culture, change
society, and invent the future.
Powered by 100% renewable energy, Dentsu International operates
in over 145 markets worldwide with more than 46,000 dedicated
specialists, and partners with 95 of the top 100 global
advertisers. www.dentsu.com
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
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Sara Serbanoiu sserbanoiu@daddibrand.com
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