Comscore Launches 'Movie Lift' Attribution Tool

Comscore has partnered with location intelligence provider PlaceIQ to launch a suite of solutions called Movie Lift, designed to help media buyers and sellers better understand the impact of TV, desktop and mobile marketing campaigns on driving consumers to the movies.

Comscore says the new offering expands its existing suite of Marketing Impact solutions, which help marketers and media companies link the impact of advertising to various key performance indicators, such as branding lift and purchasing behavior. The launch of Movie Lift is the first time Comscore has incorporated its movie data into its 'Marketing Impact' suite; combining its movies, TV and digital data with PlaceIQ's theatre location intelligence, to help clients understand which creatives, media placements and media partners are most effective at driving audiences to the cinema.

David Algranati, Chief Product Officer at Comscore, comments: 'We continue to hear from clients and the industry at large that outcome-based measurement is a key component of holistic campaign analysis. We are thrilled to partner with PlaceIQ to help our clients and partners better understand and evaluate the impact of advertising on moviegoing behavior'.

The new joint solution expands on Comscore's existing relationship with PlaceIQ, which dates back to 2014. In 2017, the two companies launched a similar solution that helps clients quantify the impact of TV and digital advertising on retail store visits.

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