comScore Adds to AdEffx Suite

comScore has launched Brand Survey Lift Pulse (BSL Pulse), a product for measuring the breakthrough and impact of campaigns in real-time. The tool is part of the AdEffx suite and debuts in 23 markets worldwide.

Described as an 'actionable, integrated and accurate campaign branding effectiveness product', BSL Pulse allows up to five questions and can be set up using a single tag (employed throughout the AdEffx suite) in a single study through a single partner. comScore says the product uses 'the highest quality methods', with all results weighted and balanced against actual ad delivery to ensure results representative of the audience actually exposed to the ad campaign and 'not just those who are most likely to take surveys'.

Additional market rollouts are planned for the coming months. SVP Advertising Effectiveness Anne Hunter says clients need real-time campaign effectiveness results that are truly actionable: 'BSL Pulse goes beyond answering basic effectiveness questions about the ability of a campaign to generate lifts in breakthrough, intent-to-purchase or likelihood-to-recommend, by also revealing the drivers of that impact, whether it's the strength of the creative, publisher or placement, as well as the audience segments posting the strongest lifts. Answers to these more telling questions are what can truly inform in-flight optimization, which helps deliver stronger ROI.'

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.

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