Livestreaming and Publisher Partnerships for Comscore

Comscore has partnered with consumer engagement specialist Thece to track viewers' attention to livestreaming ads, and with marketing automation platform iZooto to deliver precise traffic and revenue insights to its publisher clients.

Integrating advertising in gaming livestreams is seen as a powerful way to get and hold the attention of audiences, including Gen Z consumers. Measuring the impact of this is a possible obstacle to its development, and Comscore uses technology from HiveAI to close the gap, combining 'Human Intelligence and Algorithmic Technology' and adapting to specific and unique client-defined brand treatments within a stream, sampling hours of video content to detect brand exposure, quality, size and share of voice, and other elements which are aggregated into a quality score or media value rating.

The solution has been used to help Thece measure the impact of its esports offering. Ian Owen-Ward, Chief Revenue Officer for Thece notes that Comscore 'has enabled Thece to approach brands and media buyers with confidence that their spend is worth it. On average for every dollar you spend with Thece, realizes $4.50 in return, that's great value'.

In India, the deal with iZooto will allow the latter to deliver precise traffic and revenue insights to its 15,000 publishers, and set data benchmarking to assess engagement. The platform gives publisher web sites and apps a broad set of tools to build, engage and monetize their audience. Visakh Vijayakumar, Sales Director at Comscore India comments: 'The partnership with iZooto is something unique for Comscore, especially in the APAC market. This allows Comscore to expand our measurement capabilities and also provide an unbiased, accurate view of the traffic, particularly Unique Visitors. This also brings to light, 3rd party data for a marketing automation platform, which has not historically had a standard measurement tool apart from the 1st party data from publishers or the platforms'.

Web site: www.comscore.com .

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.