Comscore, specialists in planning, transacting, and evaluating media cross-channel and Kochava, a real-time data solutions company for omnichannel attribution and measurement, have unveiled a new cross-screen solution allows marketers to better understand how linear TV ad campaigns meaningfully impact both online and offline behaviours.
By combining Comscore’s Exact Commercial Ratings (ECR) data and Kochava’s advanced marketing mix modeling, Comscore and Kochava can now deliver outcomes measurement for key metrics such as mobile app activity, website activity and merchant-level purchase data. This new capability brings further clarity to cross-screen measurement by determining which behaviours can be attributed directly to specific linear ad placements.
Steve Bagdasarian, Comscore’s Chief Commercial Officer, commented: ”Linear television has always been a powerful tool for achieving efficient reach and frequency, yet its impact has been underrepresented in the cross-channel performance equation. Today, we’re excited to introduce an innovative solution that offers marketers attributable insights into how linear TV ads specifically influence both online and offline outcomes.”
Charles Manning, CEO of Kochava, said: “Based on the cross-channel behaviors that we can attribute to linear TV, brand managers can now better allocate and optimize their spend to business outcomes. Traditionally marketers have bought digital media and measured clicks, page visits, or social discussions. Now, they can apply a performance lens to a historically brand- and reach-oriented environment and get real digital signals and real digital outcomes from it.”
