comScore Launching Cross-Media Digital Campaign Ratings

comScore Launching Cross-Media Digital Campaign RatingsIf it isn’t cross-platform, it isn’t cool… or effective. That’s the lesson many digital marketers learned this year. And, to their benefit, comScore has a new resource just for them.

comScore has just announced a new partnership with FreeWheel, which helps the largest players in the television industry generate revenue from their ad-supported content.

The two companies have confirmed the integration of comScore validated Campaign Essentials (vCE) and validated Media Essentials (vME) into FreeWheel’s Ratings Based Planning solution.

“This integration allows joint comScore and FreeWheel clients to not only see all their video metrics in one place, but also enables publishers to efficiently plan, forecast, and execute audience guarantee campaigns validated by comScore from within the FreeWheel platform,” comScore says.

Starting in 1H 2014, clients who use FreeWheel will be able to integrate their comScore vCE and vME audience demographics and GRP data so that data appears alongside a client’s usual workflow.  We’re told that clients will then be able to:

  • Tag video content across all digital screens – including mobile phones, tablets, set-top boxes, and gaming consoles – for reporting within FreeWheel and comScore Audience Analytics services
  • Better manage video advertising campaigns in real-time, making adjustments as needed according to vCE-based metrics, as well as the metrics already available in the FreeWheel workflow
  • Create more accurate inventory management forecasting models through FreeWheel, ultimately improving advertising packages and differentiating those offerings from competitors