Comscore in Cross-Platform Analysis Deal

Comscore and consumer media research lab MediaScience have announced a partnership to examine how and why cross-platform advertising works, while providing measurement of audience size, behavior, engagement and effect.

MediaScience has lab facilities in Austin, Chicago and New York, and uses traditional, biometric and neuroscience tools to conduct scientific studies measuring the conscious and emotional dimensions of media and advertising 'encounters'. The partners will now use their proprietary capabilities to develop client solutions and a series of industry studies to answer questions around cross-platform advertising and measurement.

As well as thought leadership on how advertising works across different platforms, the pair will offer client-specific solutions including cross-platform and brand integration research. In addition, they will innovate around the measurement of in-room attention and engagement for OTT advertising.

Jeff Boehme, SVP of TV and Cross-platform Research at Comscore, says his firm's massive scale of passively-collected audience consumer metrics combined with MediaScience's global expertise in biometric and neuroscience applications will provide programmers, publishers and advertisers with key learnings to enhance their businesses. Duane Varan, CEO of MediaScience, adds that the deal: 'brings both breadth and depth to the field in unique ways which we believe will see exciting breakthroughs in better understanding the cross-platform landscape'.

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