Sizmek today announced the availability of Sizmek Audience Suite, a tool that provides marketers with an integrated view of campaign performance measurements within the Sizmek MDX open ad management platform together with data from either of two leading measurement sources, comScore vCE® or Nielsen Online Campaign Ratings. Sizmek is now making this data available with an integrated view of multi-channel campaign performance.
The GRP (gross ratings point) metric has underpinned television audience measurement for decades, and it provides online marketers with a valuable understanding of reach and frequency. Audience Suite overlays GRP data from either comScore vCE or Nielsen Online Campaign Ratings together with Sizmek’s MRC-accredited performance metrics including video completions, brand safety measures, and conversion data.
“Marketers are seeking a common currency by which they can measure campaigns. By integrating the GRP measurements of either comScore or Nielsen alongside other Sizmek performance metrics, digital marketers can now compare channels and results seamlessly,” said Andrew Bloom,Senior Vice President of Strategic Business Development at Sizmek. “This ability to easily merge demographic and ad server performance metrics such as video completion rate will be an enormous advantage for our platform users.”
Accurate measurement of reach and frequency becomes more important for advertisers as they shift to online strategies. Previously, marketers had to navigate between multiple platforms to analyze ad performance and GRPs, which led to significant knowledge gaps. Sizmek Audience Suite brings GRP and ad performance into a single interactive dashboard in order to eliminate gaps in analysis and to provide insights for optimization.
“Our partnership with Sizmek will give marketers a powerful way to apply our demographic audience data and GRP insights to campaign optimization and decision-making,” says Anne Hunter, SVP Global Product Marketing at comScore. “We’re pleased to be part of this Sizmek offering and to continue bringing globally scalable solutions to meet advertisers’ needs.”
“Advertisers and marketers are seeking a 360 view of their campaigns,” said Andrew Feigenson, Managing Director, Digital Client Services, Nielsen. “By integrating Nielsen’s demographic data with Sizmek’s online performance data, it will be more efficient for marketers to optimize campaigns.”
Current comScore vCE or Nielsen Online Campaign Ratings subscribers can immediately populate Sizmek Audience Suite with their data. Alternatively, Sizmek can provide either a comScore vCE or Nielsen Online Campaign Ratings subscription as part of the solution package.
Audience Suite customers can set target groups for each campaign, then analyze audience composition over time, geographic distribution of audience and site-level data against Sizmek delivery, performance and engagement data. Audience Suite is currently available in Beta for select customers globally.
Sizmek Inc. (NASDAQ: SZMK) fuels digital advertising campaigns for advertisers and agencies around the world with cutting-edge technology to engage audiences across any screen. For the last 15 years, the online business that is now Sizmek has proudly pioneered industry firsts in digital, including rich media, video and online targeted advertising across channels. Sizmek’s open ad management stack, Sizmek MDX, delivers the most creative and impactful multiscreen digital campaigns, across mobile, display, rich media, video and social, all powered by an unrivaled data platform. With New York City as a center of operations, Sizmek connects over 13,000 advertisers and over 5,000 agencies to audiences, serving more than 1.5 trillion impressions a year. Sizmek operates on the ground in 48 countries with a team of over 850 employees. For more information visit www.sizmek.com