comScore Launches Cross-Platform Video Pilot

comScore has launched a pilot program for its Campaign Ratings cross-platform video advertising measure, which promises unduplicated campaign measurement across linear TV, network OTT and Hulu on desktop, mobile and living room devices.

The firm's recent 'State of OTT' report highlighted that two-thirds of OTT audiences are also watching linear TV. The report found that Hulu viewers watched more hours of content per household than any other subscription service and given these trends, the firm is partnering with Hulu to power the product's OTT measurement capability. Hulu has amassed more than 20 million US subscribers as of May 2018.

Campaign Ratings launches in beta this September with ABC, CBS, CNN, Disney, Fox, Freeform, GroupM, NBCUniversal, The CW Network, Turner and Viacom. The new solution will include an unduplicated view of total audiences and comScore will incorporate feedback from beta partners to optimize future releases of the product.

This program is the first step in a broader company initiative to develop comprehensive and unduplicated measurement across all platforms and content types. CEO Bryan Wiener (pictured) comments: 'The measurement gap in advertising has hampered media brands from fully articulating the value of their audiences and advertisers from gaining an accurate understanding of campaign performance. We're excited to collaborate with these industry-leading partners on a product that will reduce friction and enable media buyers and sellers to drive business growth'.

Web site: www.comscore.com .

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.