At Adobe Summit, Adobe and comScore announced a global strategic partnership to provide new insights into the media consumption behaviors of digital audiences. This new partnership will deliver consistent, cross-device audience measurement of video and ad content, providing advanced insight into consumer viewing behaviors for better media planning and buying. Through this partnership, comScore is incorporating new Adobe Certified Metrics, standardized digital census data built on the Adobe Cloud Platform and powered by Adobe Analytics, into its Cross Media, Audience and Advertising Product Suites. In addition, Adobe will integrate comScore audience data, including demographics, for Adobe Marketing Cloud customers.
People are watching content on an increasingly broad variety of devices. Paid digital content services are on the rise and, for two years running, the total number of authenticated digital TV views has doubled annually according to Adobe Digital Index. Comparable cross-platform metrics are one of the biggest friction points in television’s digital transformation. Media companies, publishers, multi-channel video programming distributors (MVPDs) and advertisers are all looking for ways to reliably measure audiences, content and advertising engagement across all platforms. comScore and Adobe joining forces provides seamless, census-based measurement of digital video content and ads for the most popular platforms, including TV, video on demand, smartphones, tablets, game consoles and over-the-top connected devices.
“With the world’s largest brands, including ten of the ten largest media companies relying on Adobe Marketing Cloud, Adobe is at the center of audience measurement and in a unique position to help solve one of the industry’s greatest friction points,” said Jeremy Helfand, vice president, Adobe Primetime. “This partnership will enable smarter buying and selling of advertising and establish the trust and credibility needed to support the convergence of linear and digital experiences.”
The collaboration between Adobe and comScore will provide marketers globally with trusted insights, including key metrics on the number of video starts, time spent watching and rate of ad engagement, to optimize their ad campaigns and more efficiently reach the right audiences across TV and digital. Media companies will leverage these enhanced insights to better forecast how content performs across platforms and particular audience segments. Additionally, agencies will be able to take advantage of the full potential of the massive amounts of data generated in the modern media world.
“comScore is redefining cross-platform measurement to deliver the independent, trusted metrics that content owners and advertisers have long been asking for,“ said Serge Matta, CEO at comScore. “Massive, census-level data is critical to providing actionable and granular measurement across screens. This partnership with Adobe helps us to deliver even more precise insights to our clients about how, when and where consumers are interacting with content and ads. This will enable clients to make smarter buying decisions based not just on age and gender, but on advanced demographics.”
The integration of comScore’s audience information with Adobe Marketing Cloud will enable further optimization of audience segments for targeted marketing campaigns, including email, video, display and search advertising. Adobe customers will also be able to forecast how well marketing content performs against specific audience segments.
"We know that consumers are watching TV on every screen and platform, and measurement is catching up to capture that activity, but it's still very complex,” said Colleen Fahey Rush, executive vice president, chief research officer, Viacom Media Networks. “A partnership between comScore and Adobe – on the heels of Viacom’s own partnership with comScore – is a win for the entire industry because it opens up and evolves the use of advanced currencies.”
"Digital platforms are a key growth opportunity over the next decade and are already driving meaningful viewership for our services, including CBS All Access and CBSN,” said Marc DeBevoise, executive vice president and general manager, CBS Digital Media, CBS Interactive. “This partnership between comScore and Adobe gets the industry one step closer to unified cross-platform measurement, further validating the value of our audiences across screens and giving our advertisers the ability to deliver data-enhanced campaigns across devices.”
"Collaboration like this furthers our ability to harness the power of data and technology to build brands through a re-engineered media model that directly drives business growth,” said Kate Sirkin, executive vice president, global director, Audience and Measurement Solutions, Starcom MediaVest Group. “Specifically, enhancements to the tagging capabilities across the entire ecosystem ensure we attribute value to the full range of communications channels and data integration. This partnership also allows us to assess new audience segments based on attributes including people’s media and e-commerce behaviors.”
“We need to be able to show advertisers where our engaged multiscreen audiences are consuming content in order to effectively monetize our premium content everywhere,” said Greg Dinsmore, director, Digital Insights and Cross-Platform Measurement, Rogers Communications. “Adobe and comScore is a great global collaboration and we are looking forward to working with them together to better measure and monetize our audiences across screens."