comScore adds Inscape insights to digital content measurement | Ratings/Measurement | News | Rapid TV News
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Digital measurement specialist comScore is partnering with Inscape, a provider of opt-in automatic content recognition (ACR) TV viewing data for the US.

The arrangement adds new insights to comScore’s measurement footprint for its custom marketing solutions, which help brands understand the impact of their advertising efforts across platforms. Specifically, the partnership will bolster ad effectiveness studies designed to help clients understand the extent to which their campaigns met ROI objectives, including purchase behaviour and tune-in.

“Media fragmentation continues to be a challenge for marketers who are seeking ways to optimise their media investment against the activities and channels that drive the most business impact,” said Cathy Hetzel, EVP, commercial, comScore. “Given the growth of smart TV viewership, we understand the importance of this partnership in our aim to deliver clients the sophisticated measurement solutions they need to grow their businesses.”

comScore’s State of OTT report found that across all OTT devices, smart TVs saw the biggest increase (35%) in streaming households between April 2017 and April 2018.

“As a leader in both TV and digital-media measurement, comScore understands the seismic changes that are taking place as audiences move across platforms,” said Jodie McAfee, SVP, Sales and Marketing, Inscape. “We’re excited to augment their existing linear, on-demand and OTT data with our opt-in ACR viewing data to power their custom marketing solutions.”