Comscore and VideoAmp Commence Measurement Pilot

In the US, television conglomerate Discovery and Omnicom Media Group have commenced a trial exercise with Comscore and VideoAmp, aiming to offer new currencies to advertisers in the 2022-23 Upfront season.

The trial is currently in progress across multiple advertiser categories, evaluating linear delivery for OMG clients via several measurement services. Comscore and Nielsen rival VideoAmp will serve as video measurement service providers for the initial set of advertisers, which includes AT&T and State Farm. Jon Steinlauf, Chief US Ad Sales Officer at Discovery, says the pilot with OMG will enable his firm's partners to test 'best-of-breed measurement solutions', and trial new linear TV currencies, as the first step towards transitioning to an accredited person-based cross-platform currency.

VideoAmp President Michael Parkes says the firm's TV viewing dataset, which integrates set top box and smart TV data into a unified solution for linear measurement across 39 million households, enables advertisers to transact on age and gender, advanced audiences and cross-platform. Comscore Chief Revenue Officer Carol Hinnant adds: 'OMG and Discovery have long embraced the census-based measurement approach Comscore invented with its digital and television services. We are proud to participate in the currency initiatives undertaken to advance the accuracy and evolution of media measurement'.

Web sites: www.comscore.com and www.videoamp.com .