comScore Launch Adds to LatAm Offer

comScore has announced the availability of its digital campaign audience validation tool, AdEffx Campaign Essentials, in Latin America.

First introduced in the US in 2009, and now also available in Europe and Canada, the service features an interactive dashboard with functions including daily reporting of campaign demographics and traditional post-buy metrics such as Reach / Frequency and GRPs. comScore has recently acquired AdXpose, which offers campaign verification, optimization and brand safetyand now boasts a 'truly comprehensive, end-to-end validation solution'.

The Latin American offer includes AdXpose components and offers planners and buyers benefits including audience reach and the frequency for specific media buys; understanding of the demographic composition of specific audiences; measurement of the actual effectiveness of impressions that were actually seen, as opposed to served but never viewed; comparison of online and off-line media plans using the same metrics; and the creation of custom segmentations.

comScore has already - in July - launched its companion Digital Analytix service in Latin America, offering 'in-depth forensic research on site-level activity'.

Alejandro Fosk, SVP for Latin America, says the need for real-time campaign evaluation in Latin America is booming as online ad spend continues to grow. He adds: 'comScore Campaign Essentials enables our clients to confidently verify that their online campaigns were delivered to the intended audience with the desired reach and frequency.'

Web site: www.comscore.com .