comScore Tests Multi-Platform Analytics Tool

Digital measurement specialist comScore is beta testing a multi-platform campaign analytics tool, to measure ad effectiveness media platforms including TV, web and mobile.

The new 'validated Campaign Essentials Multi-Platform' solution (vCE MP) has been designed to help marketers and media companies understand the accuracy of campaign delivery across a range of platforms. Using panel-based insights to validate ad delivery, vCE MP relies on person-centric audience measurement (as opposed to cookie-based) of holistic and incremental reach, frequency and GRPs across channels.

At the center of the product's methodology is the comScore Census Network, which uses common census data to join multiple media platforms into a single unified view of digital consumer behavior and ad exposure. National TV data from five million US households is also incorporated into the tool, along with viewability measurement for display ads based on the firm's existing vCE technology.

Chief Operating Officer Cameron Meierhoefer (pictured) comments: 'Existing cross-platform solutions are limited by the use of traditional panel-based measurement approaches that simply can't scale effectively to account for the variety of digital media platforms that consumers use every day. To get meaningful campaign insights, sample sizes in the millions - not thousands - are required, and comScore's census-based multi-platform methodology delivers exactly that.'

Web site: www.comscore.com .