Comscore Readies for Out-of-Home Measurement Launch

Comscore has joined industry organizations the Digital Place Based Advertising Association and the Out of Home Advertising Association of America (OAAA), as it prepares to add Out-of-Home (OOH) measurement to its cross-platform product suite.

Comscore says it is planning to measure outdoor advertising platforms, cinema, and place-based distribution areas such as retail spaces, stadiums, office buildings and transportation hubs, and make the data available through traditional buyside planning and buying tools. Its OOH efforts are being led by Gary Warech (pictured), who most recently led the company's Brand Direct, Brand Tracking, Pharma and Branded Content businesses. He has more than 25 years of experience building partnerships, managing initiatives, and implementing both syndicated and custom research solutions including OOH.

Bill Livek, Comscore CEO, says the addition of OOH measurement is a natural extension of the company's impressions-based currency. 'With rapid changes in consumer consumption and the need to drive maximum return on investment for every ad dollar, marketers need a complete and unduplicated view of where their target audience is seeing content. Comscore is the trusted source for superior audience insights across linear TV, OTT, desktop, mobile, and cinema, and is now bringing the same measurement acumen to bear on outdoor and digital out-of-home at a time when America is starting to go out of home again.'

Web site: www.comscore.com .