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AdEffx Launches in Canada
comScore has launched its campaign audience validation tool, AdEffx Campaign Essentials, in Canada.
 First launched in the US in December 2009 and billed as 'a complete toolkit for measuring ad effectiveness for any campaign objective with unparalleled accuracy', the service includes an interactive dashboard featuring daily reporting of campaign demographics and traditional post-buy metrics such as Reach / Frequency and GRPs.
AdEffx was enhanced in May 2010 with addition of Smart Control, a technique based on traditional marketing mix modeling and said to produce more comprehensive and accurate results, and had its European debut in April this year. Following comScore's acquisition of AdXpose, Campaign Essentials is now promoted as 'a truly comprehensive, end-to-end validation solution', including measurement of actual audience composition, performance-based optimisation of placements, comparability of online and off-line measures and custom segmentation.
Brent Bernie, President of comScore Media Metrix Canada, says the country's digital ad spend reached $2.2bn last year and passed daily newspaper ad revenues for the first time. He comments: 'The need for enhanced accountability in online campaigns has never been greater. Validating the target group delivery and return on investment for digital display, classified and video advertising is paramount if the industry is to continue to grow and ultimately challenge [TV,] the number one placeholder.'
Separately, comScore has concluded a deal with New York-based targeting data provider eXelate, to validate the latter's demographic-related data segments against comScore's US panel. eXelate CEO Mark S. Zagorski says this makes his firm 'the first data marketplace provider of targeting data to open its audience segments to an external audit'.
Web sites: www.comscore.com and .
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