comScore, Inc. (NASDAQ: SCOR) and TubeMogul (NASDAQ: TUBE) today announced a partnership that will deliver brand advertisers with TV-comparable metrics from comScore validated Campaign Essentials™ (vCE®) for digital video campaigns on TubeMogul’s enterprise software for digital branding.
The partnership brings vCE directly into the TubeMogul platform to give advertisers and their agencies campaign reporting metrics, such as demographics, reach/frequency and human gross rating points (GRPs), for their video campaigns. These metrics help advertisers determine which ads are delivered to actual people – rather than bots or spiders – and which are within their target audience segments.
The partnership comes a year after the launch of BrandPoint, TubeMogul’s solution for accurately buying digital video on a GRP basis. Under the integration, clients of BrandPoint will have access to comScore’s human GRP metrics to verify accuracy and make direct comparisons to TV campaigns.
“Programmatic video is a huge trend for marketers right now because it combines high-impact inventory with the ability to reach targeted audiences in an automated fashion,” said Anne Hunter, comScore SVP of Global Marketing Strategy. “Through our partnership with TubeMogul, we look forward to giving brands the metrics they need to ensure their ads are being delivered to humans and within the right target segments. Human GRP metrics can bring programmatic video into tighter alignment with TV and help it better fulfill its incredible potential for delivering engaging branded content to precise audiences.”
“To brand advertisers, making direct comparisons between TV and online video in terms of cost and accuracy is critical,” said Keith Eadie, Chief Marketing Officer at TubeMogul. “Many of our clients rely on comScore vCE to do just that, which is why we are excited to add it directly into our platform. Ultimately, we share comScore’s vision for driving greater accountability in advertising through better measurement.”
comScore, Inc. (NASDAQ: SCOR) is a global leader in digital measurement and analytics, delivering insights on web, mobile and TV consumer behavior that enable clients to maximize the value of their digital investments. For more information, please visit www.comscore.com/companyinfo.
TubeMogul (NASDAQ: TUBE) is an enterprise software company for digital branding. By reducing complexity, improving transparency and leveraging real-time data, our platform enables advertisers to gain greater control of their digital video advertising spend and to achieve their brand advertising objectives. TubeMogul was incorporated in 2007 and is based in Emeryville, California with operations in Detroit, Chicago, Los Angeles, New York, London, Singapore, Sydney, Tokyo and Toronto.
Cautionary Note Regarding Forward-Looking Statements
This release contains forward-looking statements within the meaning of Section 27A of the Securities Act of 1933 and Section 21E of the Securities Exchange Act of 1934, including, but not limited to, expectations regarding the impact and benefits to comScore from the TubeMogul strategic partnership, financial or otherwise. These statements involve risks and uncertainties that could cause our actual results to differ materially, including, but not limited to: the features and characteristics of the products, the rate of development of the digital marketing intelligence, Internet advertising and e-Commerce markets; the growth of the Internet as a medium for commerce, content, advertising and communications; and the acceptance of new products and methodologies by the industry, including existing and prospective clients.
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