By Jonathan Easton
Media planner Comscore will significantly expand its TV measurement footprint via a new partnership with TV data and analytics provider Samba TV.
Starting in “select European markets”, this partnership (along with a number of others announced earlier this year) will see Comscore able to deliver CTV measurement capabilities across the world.
Comscore’s new Smart TV measurement across linear, CTV, and over-the-top includes ad exposure data at the programme and series level. This cross-platform measurement expands Comscore’s footprint for its custom marketing solutions to help brands better understand the impact of their advertising efforts across platforms.
Comscore said that this new data will “bolster ad effectiveness studies designed to help clients understand the extent to which their campaigns met ROI objectives”, including purchase behavior and tune-in.
This partnership between Comscore and Samba TV has already seen “notable clients” commence new TV measurement projects, with plans to expand into additional regions next year.
CEO, Comscore, Bill Livek said: “We are delighted to be extending our TV measurement capabilities across Europe. As a leader in this area for the US, we have a strategic opportunity to harness our valuable information in partnership with Samba TV and other key players in the region to create an unmatched measurement offer for this vital channel.”
Samba TV CEO and Co-founder Ashwin Navin, said: “We are eager to leverage our massive, global scale of Smart TV data to augment the capabilities of leading measurement companies like Comscore to address the complexity of today’s media landscape.
“With the rapid shifts across TV viewing behavior, advertisers and publishers can no longer expect their legacy approach to accurately quantify the size of audiences or the effectiveness of advertising. This partnership is a game-changer for global marketers who care about performance, accuracy, and data innovation.”