Meet Our Partners: Q&A with COMSCORE VICE PRESIDENT, AD PLATFORM PARTNERSHIPS, JESSICA TRAINOR

BLOG POST 6/23/2022

TruAudience® solutions enable the marketing ecosystem to leverage data and identity with trust. In this series, we will introduce the partners who are critical to our success.

Can you tell me more about Comscore and your role?

Comscore is a trusted, third-party source for high quality, granular, cross-platform media planning, activation, measurement and programmatic targeting. With an expansive global data footprint combining digital, linear TV, CTV and theatrical viewership intelligence with social media analytics and advanced audience insights, Comscore enables brand marketers, agencies and media creators to understand consumers across all screens and make business decisions with confidence.

As VP, Ad Platform Partnerships, I oversee our partnerships with leading programmatic platforms to help drive usage of our programmatic solutions. A big part of this role is to make Comscore’s programmatic targeting solutions available for advertisers and agencies where they are buying to increase adoption of Comscore’s audience and contextual targeting segments.

What verticals do Comscore audience segments specialize in? How are they leveraged via the TruAudience® Data Marketplace?

The Comscore audience segments available through TruAudience Data Marketplace cover a wide range of segment types — offering advertisers targeting based on demographics, life stage, shopping habits, personas, TV viewership, streaming behaviors, gaming habits and more. Some of the top verticals Comscore specializes in include:

  • CPG
  • Media & Entertainment
  • Sports/Gambling
  • Gaming
  • Insurance
  • Automotive
  • Retail
  • QSR

There are various ways clients are using Comscore segments today to drive campaign impact, such as CPG brands using age and gender targeting to increase delivery to their target audience, media & entertainment marketers leveraging TV viewership to drive tune-in rates, automotive advertisers using TV ad exposure for competitor conquesting as well as insurance brands suppressing an audience exposed to their linear ad to drive incremental reach with CTV. Other brands have leveraged Comscore’s live event segments to capture share of voice leading up to and during a big sporting event.

As advertisers look to bolster their cross-platform targeting, television audiences remain valuable in terms of reach. Anything unique we should know about Comscore TV viewership segments?

Comscore has the largest and most representative TV viewing measurement footprint covering 1-in-3 homes across 75 million TV screens in over 35 million households —including set-top boxes from every major cable and satellite provider, which powers our TV viewership targeting segments. This means Comscore’s TV viewing segments are representative of the US population in that our viewership is not limited to specific TV manufacturers and leverages a multi-sourced approach to avoid singular bias and data volatility. As a result, Comscore is able to produce accurate TV viewership segments for buyers. Advertisers can amplify campaign impact by reaching viewers of specific series and telecast as well as by leveraging our ad exposure segments to target consumers based on which brand messaging they have recently been exposed to on linear.

As an example, we worked with an automotive client to deliver a unified, impactful message across channels by driving incremental frequency among consumers who had recently been exposed to the client’s linear advertising. By leveraging Comscore’s TV viewership segments, the automotive brand was able to increase lead generation and conversions by 74% compared to its standard targeting strategy and reduce their cost per lead by 46%.

What is the next big thing you’re watching in 2022?

As Comscore keeps pace with the rapidly evolving media behavior trends and accurately measures audiences across screens, CTV is clearly emerging as the new mainstream media. More households than ever are streaming and consuming content across multiple services: an average of 5.5 CTV services were watched per household in Jan 2022, per Comscore data. For consumers, this means richer and more diverse experiences. For advertisers, this means new opportunities to reach — and engage — consumers. And these opportunities are growing fast.

There are several items that are top of mind when it comes to CTV targeting, such as brand safety, avoiding fraud and transparency. However, at Comscore we believe CTV should be used as a complementary channel to television to get the best of both worlds and because of that we are working diligently to solve for precision and scale.

Furthermore, Comscore has launched a variety of innovations related to contextual-based targeting on CTV to ensure we have scalable and future-proof targeting options available to agencies and advertisers.

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