CANNES — One screen good, two screens better… but, in households with multiple people and multiple devices, how are advertisers and content owners supposed to understand consumption anymore?<\/p>\n

That’s where media measurement agencies come in – and that’s why digital measurer comScore agreed to merge<\/a> with TV mesaurement firm Rentrak last year.\u00a0The outcome –\u00a0a combined measurement powerhouse for a mixed-media world.<\/p>\n

“Planning has tended to be done in silos – mobile, PC and TV.\u00a0We\u2019re being asked by our clients to start deduplicating, from a unique visitors perspective, across these disparate platforms,”\u00a0Anthony Psacharopoulos<\/a>, comScore’s EVP, tells Beet.TV in this video interview.<\/p>\n

“We\u2019ve stitched together the digital data that we\u2019ve historically connected, along with Rentrak data \u2026 across planning solutions, activation solutions and campaign measurement solutions.”<\/p>\n

How does that go?\u00a0Psacharopoulos offers up two real-world examples from comScore’s client base:<\/p>\n

\n
1. “We work with a real estate company\u00a0They\u2019re now modifying the creatives that they have based on whether the customer owns a car.\u00a0For those that don\u2019t, they\u2019re showing images of apartment building.\u00a0For those that do, they\u2019re showing an actual house with a two-car garage in the image.”<\/li>\n
2. “One of our TV clients is interested in understanding, how does the consumption of their long-form video change during the day, given the people in a household and the devices?”<\/li>\n<\/ol>\n

   The insight in to client\u00a0demands\u00a0is a window in to the growing clamor to understand audiences as people, no matter which device they happen to be using.<\/p>\n

   This video is part of a series titled “Exploring Data & Technology as Catalysts for Creativity.” \u00a0This series was produced at Cannes Lions 2016 in cooperation the Xaxis<\/span>. The series is sponsored by comScore<\/span>. \u00a0For more segments from the series,\u00a0please visit this page<\/a>.<\/i><\/p>\n","protected":false},"excerpt":{"rendered":"

   CANNES — One screen good, two screens better… but, in households with multiple people and multiple devices, how are advertisers and content owners supposed to understand consumption anymore? That’s where media measurement agencies come in – and that’s why digital measurer comScore agreed to merge with TV mesaurement firm Rentrak last year.\u00a0The outcome –\u00a0a combined […]<\/p>\n","protected":false},"author":15,"featured_media":40819,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"mc4wp_mailchimp_campaign":[]},"categories":[5781,5783],"tags":[5265,5356,5799],"_links":{"self":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts\/40768"}],"collection":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/users\/15"}],"replies":[{"embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/comments?post=40768"}],"version-history":[{"count":0,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts\/40768\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/media\/40819"}],"wp:attachment":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/media?parent=40768"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/categories?post=40768"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/tags?post=40768"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}