Comscore and Kochava Partner to Unlock New Insights Tying Cross-Channel Consumer Behavior Directly to Linear TV Campaigns
June 18 2024 - 6:00AM
Comscore, Inc. (Nasdaq: SCOR), a trusted partner for planning,
transacting, and evaluating media cross-channel and Kochava, the
leading real-time data solutions company for omnichannel
attribution and measurement, today announced an innovative
performance media measurement solution that brings more insights to
marketers. The new cross-screen solution allows marketers to better
understand how linear TV ad campaigns meaningfully impact both
online and offline behaviors.
By combining Comscore’s Exact Commercial Ratings (ECR)
data and Kochava’s advanced marketing mix modeling, Comscore
and Kochava can now deliver outcomes measurement for key metrics
such as:
- Mobile app activity, e.g. installs and in-app purchases
- Website activity
- Merchant-level purchase data
- Episodic tune-ins
This new capability brings further clarity to cross-screen
measurement by determining which behaviors can be attributed
directly to specific linear ad placements.
"Linear television has always been a powerful tool for
achieving efficient reach and frequency, yet its impact has been
underrepresented in the cross-channel performance equation,” said
Steve Bagdasarian, Comscore’s Chief Commercial Officer. “Today,
we're excited to introduce an innovative solution that offers
marketers attributable insights into how linear TV ads specifically
influence both online and offline outcomes."
“Based on the cross-channel behaviors that we can attribute to
linear TV, brand managers can now better allocate and optimize
their spend to business outcomes,” said Charles Manning, CEO of
Kochava. “Traditionally marketers have bought digital media and
measured clicks, page visits, or social discussions. Now, they can
apply a performance lens to a historically brand- and
reach-oriented environment and get real digital signals and real
digital outcomes from it.”
About Comscore Comscore is a global, 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 empowers media buyers and sellers to
quantify their multi-screen behavior and make meaningful 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.
About KochavaKochava Inc. is a real-time data
solutions company offering leading omnichannel measurement,
attribution, and campaign management for data-driven brands and
platforms. We empower advertisers and publishers to measure what
matters with tools that deliver better insights and actionable data
in one operational platform. Kochava unifies all of your data and
critical omni-channel solutions into a cohesive system; the
foundation for limitless advertiser and publisher tools to help you
reach your unique growth goals.
With a culture of customer-driven innovation, dedication to data
security, and the most powerful tools in the ecosystem, Kochava is
trusted by top brands to harness their data for growth.
Headquartered in Sandpoint, Idaho, the company has offices
globally. For more information visit their web
site www.kochava.com. Follow Kochava on social media:
Facebook, Twitter, and LinkedIn.
Media Contact Marie Scoutas Comscore, Inc.
press@comscore.com
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