European Launch for comScore's AdEffx Dashboard

Online measurement specialist comScore has rolled out its new audience measurement tool AdEffx Campaign Essentials across Europe. The firm has also announced the roll-out of its Video Metrix service in Turkey.

AdEffx was launched in 2009 to tackle the problem of accurately accounting for ad delivery against intended targets and measuring the resulting brand and sales lifts on audiences exposed to a campaign.

The AdEffx Campaign Essentials online dashboard features a range of services for digital media planning and optimisation, including daily measurement of campaign demographics, and the availability of traditional post-buy metrics, such as reach / frequency and GRPs.

'Recently released figures from the IAB show that a quarter of all UK advertising spend was online in 2010, and with increasing budgets comes a need for real-time reporting and enhanced campaign optimisation capabilities,' states Mike Shaw (pictured), Director of Marketing Solutions. 'We understand our clients' desire to continuously validate campaign performance and AdEffx Campaign Essentials enables them to do that.'

Additionally, comScore has rolled out its Video Metrix service in Turkey, having introduced an enhanced version of the service for the UK market in January.

The Video Metrix service was first launched in the US in 2006, and rolled out across the UK, France, Germany and Canada two years later. Last summer, the firm upgraded the service to split out the metrics associated with in-stream advertising videos and content videos.

Mike Read, SVP and MD of comScore Europe, says that the Turkish Video Metrix launch follows the news that 9 out of 10 of the country's Internet users now consume online video content every month.

Web site: www.comscore.com .