Comscore Deal Brings VCE Measurement to In-Game Ads

Comscore has reached an agreement to provide global in-game advertising leader Anzu with its Validated Campaign Essentials (VCE) and Brand Survey Lift solutions for mobile campaigns.

Venture capital-backed Anzu.io integrates real-world brand ads into video gaming and esports gameplay, a market the companies say is bigger than the music and film industries combined, with a worldwide audience topping 3 billion people on target to spend some $175bn in 2020. The new deal allows advertisers to measure their in-game advertising campaigns in real time and evaluate the impact of the campaigns on their brands, potentially helping to open up the relatively untapped sector.

VCE is Comscore's ABC-certified system for validating the audience delivery and viewability of display and video inventory across desktop and mobile devices; while Brand Survey Lift is a survey-based branding effectiveness solution that measures the total branding impact of cross-platform campaigns, as well as lift by platforms, network, publisher, placement and creative.
Anzu CEO and co-founder Itamar Benedy (pictured) comments: 'As gaming has taken off, advertisers are seeing its potential as a media channel. I'm happy to expand Comscore's footprint across the in-game space as, together, we empower advertisers to make informed decisions and measure the value of this relatively new and fast-growing channel'. Comscore Chief Revenue Office Carol Hinnant adds: 'Comscore understands the enormous opportunity that gaming and Esports is presenting the industry and is building the next generation of cross-screen media measurement solutions to support it'.

The firms are online at www.anzu.io and www.comscore.com .