Audience measurement firm Comscore has teamed up with behaviour-based data science company Consumer Orbit to launch Comscore Consumer Intelligence, offering the local market advertising sector the ability to link media consumption and shopping behaviour.
The new service pools Comscore Consumer's large-scale media audience data with Consumer Orbit's shopping behaviour data, to connect retail transactions in 'near real time' with media consumed at the local market level. The partners say local media sales have until now relied on 'audience descriptors created in the 1960s and geographic characterizations that were invented in the early 1970s'.
Users of the new service can identify target customers through category-specific segmentations, rather than demographic descriptors. 'Unique' features include unified local media in one platform with de-duplication between media channels, providing schedule net reach and frequency; near real-time reporting on local customers that are in-market merged with what those shoppers are viewing, including online shopping transactions in more than 100 categories.
Comscore Chief Product Officer David Algranati (pictured) says the solution builds upon the firm's Advanced Audiences product 'to significantly increase the range of shopping categories and brands that we report at the local market level, with the immediacy and relevancy required by advertisers to truly optimize local campaigns'.
Bill Engel, Chairman of Kansas City-based Consumer Orbit, describes the service as 'a significant improvement over what is currently available to the advertiser and media', adding: 'The combination of near real-time shopping data with near real-time television viewership and media information is going to redefine what's possible in terms of audience engagement at the local level'.
The product should be available to local media outlets and advertisers in all US local markets by the end of 2020.
Web sites: www.comscore.com and www.consumerorbit.com .
All articles 2006-21 written and edited by Mel Crowther and/or Nick Thomas unless otherwise stated.