comScore Launches ROI Tools

comScore Networks has launched two new research solutions for the analysis of return on investment in interactive media: Campaign Metrix and Online Video Ratings.

comScore Campaign Metrix aims to offer new insights into advertising effectiveness, fusing passively observed media exposure and consumer behavior with self-reported attitudes and intentions. Based upon comScore's global consumer panel, it allows marketers to monitor exposure levels for all types of online marketing vehicles, such as display advertisements, microsites and streaming video, and use survey instruments to determine post-campaign brand awareness, recall, affinity and purchase intent - this can also be compared to pre-campaign analysis to pin down actual impact.

'The industry continues to call for deeper insight into the effectiveness of ad campaigns - beyond basic shifts in intent and attitudes', says comScore Media Metrix CEO Peter Daboll. 'By combining proven advertising evaluation methods with our integrated view of consumer intentions, attitudes and behavior, we can now deliver measurement and analysis to drive meaningful improvement in campaign strategy and ROI'.

comScore Online Video Ratings measures consumer viewing of online streaming video and is also based on the company's global panel. Key metrics and analysis for specific sites and content providers are reported, including streams delivered by site; audience demographic profiles; reach of streaming video by site within overall online population and by target audience; and viewer segmentation by daypart. Daboll says such new and growing forms of online content are generating 'a great deal of intrigue among marketers seeking new ways to reach consumers'.

The company's global panel includes a cross-section of more than 2 million consumers who have given it explicit permission to confidentially capture their browsing and transaction behavior, including online and offline purchasing. It is online at 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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