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Comscore launches new cross-platform measurement solution

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Comscore launches new cross-platform measurement solution

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Comscore Everywhere is a new solution from the media measurement and evaluation vendor, designed to provide comprehensive (deduplicated) insights into media consumption and audience intelligence across platforms. Comscore had previously launched Comscore Campaign Ratings which offered video campaign performance metrics across TV, OTT, desktop and mobile channels.

Why we care. The lesson B2C and even B2B marketers are learning is that customers are channel agnostic. They will choose not only when but where to view and engage with your content. If customers are channel agnostic, campaigns and customer journeys will need to become channel agnostic too. It means leaving “multichannel” marketing behind, because channels are just going to continue to proliferate. Channel agnostic metrics will be part of this new environment and Comscore Everywhere represents a step in that direction — at least for media.

“Consumers don’t think in terms of linear versus streaming versus digital — they think of content,” said David Algranati, Chief Product Officer, Comscore, in a release. “Measurement must reflect that reality.”

The next step will be for Comscore to work with buy-side and sell-side partners to combine TV, CTV, digital and social media assets into one offering with audience intelligence capabilities.

About The Author

Kim Davis is the Editorial Director of MarTech. Born in London, but a New Yorker for over two decades, Kim started covering enterprise software ten years ago. His experience encompasses SaaS for the enterprise, digital- ad data-driven urban planning, and applications of SaaS, digital technology, and data in the marketing space. He first wrote about marketing technology as editor of Haymarket’s The Hub, a dedicated marketing tech website, which subsequently became a channel on the established direct marketing brand DMN. Kim joined DMN proper in 2016, as a senior editor, becoming Executive Editor, then Editor-in-Chief a position he held until January 2020. Prior to working in tech journalism, Kim was Associate Editor at a New York Times hyper-local news site, The Local: East Village, and has previously worked as an editor of an academic publication, and as a music journalist. He has written hundreds of New York restaurant reviews for a personal blog, and has been an occasional guest contributor to Eater.

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