The companies say that they’ll offer comScore‘s validated Campaign Essentials (or vCE) to buyers who use Google‘s DoubleClick ad platform — providing advertisers with real-time data showing how well their digital sales pitches are working so they can quickly adjust messages that aren’t hitting the mark. That could appeal to brand managers who’ve been skittish about the medium as they continue to spend on television and other tried-and-true ad outlets. “It allows us to radically simplify digital media buying for the industry, while enhancing quality and accountability,” says comScore President Serge Matta. “This directly addresses many of the everyday challenges that prevent our clients from investing further in digital.” The initiative will begin in the U.S. this year for video and desktop display ads; they plan to add mobile and cross-platform later. Once rolled out, Google and comScore say that they’ll ask the Media Rating Council to accredit the service. Clients will be able to see “industry trusted, neutral data that’s directly comparable to TV and other traditional media,” the companies say. The speed and ease of use make this “a tipping point for brand advertising in the digital realm,” says Starcom MediaVest’s Global Digital, Data & Analytics President Lisa Weinstein. Advertisers spent about $43B on the Internet last year, an 18% increase vs 2012, Needham analyst Laura Martin estimates. But online media still salivate over the $75B that she says went to TV.
Producers and directors who’ve finally learned how to craft shows to fill big HDTVs had better learn how to also scale them down for the tablet computer. It’s one of the fastest growing consumer technologies ever, and 53% of tablet owners used the devices to watch video or TV content in April, according to a report out today from comScore. By contrast, just 20% of smartphone owners used the devices to watch video that month. Researchers also found that a disproportionate number of tablet owners make video viewing part of their routine: 18.9% watch something at least once a week, and 9.5% do so every day. Among smartphone users 6.7% watch at least weekly and 2.9% check out videos daily. ComScore says that nearly 27% of the tablet owners who watch video at least once a month paid to do so. About 56% of tablet owners are in households with income of $75,000 or more. The devices, introduced just two years ago, “are poised to fundamentally disrupt the way people engage with the digital world,” comScore SVP Mark Donovan says. “It’s not surprising to see that once consumers get their hands on their first tablet, they are using them for any number of media habits including TV viewing.” Video viewing on tablets probably will skyrocket as cable and satellite companies introduce TV Everywhere plans that stream movies and shaows that used to just be piped to TV sets.
NEW YORK – (February 13, 2012) Continuing its pioneering research efforts surrounding the Beijing and Vancouver Olympics known as “The Billion Dollar Lab,” NBCUniversal will conduct a third Olympics research initiative during the 2012 London Games. The company will work with Google and comScore for a series of innovative research projects that will explore new ways to measure single source consumption of video content on TV, mobile, the PC, and for the first time in this Olympics, the tablet.
The initiative will combine Google’s unparalleled analytical and digital expertise with NBCUniversal’s extensive experience using the Olympics to explore consumer media behavior. NBCUniversal and comScore will also partner on a project to measure how different demographic groups use media to follow the Games.
Digital ad buyers and sellers can relax: Nielsen and comScore will continue to provide their measurements showing how many people view different websites — a key part of the process to determine how much ads cost. Nielsen was given $19M in comScore stock — which it can’t vote, and must hold for at least a year – and the companies will cross-license their measurement technologies. Nielsen kicked off the dispute in March by filing a patent infringement suit at the U.S. District Court in Alexandria, Va. A few weeks later, comScore returned with a case making similar patent infringement charges against Nielsen. As part of the settlement, the companies have agreed not to bring a patent infringement suit against each other for at least three years. The resolution “creates an incentive for our companies to explore potential forms of collaboration to better serve our clients,” says Nielsen’s Steve Hasker, President of Media Products and Advertiser Solutions. ComScore CEO Magid Abraham says the terms “signal a new phase of cooperation for our companies and enable us to better deliver the innovation and value the industry needs.”