CEO<\/a> in the spring of 2018, local broadcasters are looking to compete more effectively with the likes of Facebook and Google.<\/p>\n\u201cThey want advanced targeting, and we are the solution that\u2019s going to allow the local TV stations and the advertisers to do more granular targeting and try and reach customers for advertisers in more efficient ways,\u201d says Wiener in this interview with Beet.TV at CES 2019.<\/p>\n
Nexstar will be one of the first broadcasters to deploy Comscore\u2019s advanced cross-platform data attribution and audience measurement across its broadcast and digital platforms, including linear TV, mobile, and desktop devices, including OTT content consumption. Comscore plans to begin integrating linear and digital datasets in local TV markets in 2019.<\/p>\n
According to Wiener, one major point of differentiation for Comscore is its census footprint from set-top boxes in 30 million homes that produce data that are overlayed with other data for granular targeting.<\/p>\n
Instead of advertisers buying on age and gender they can \u201creach somebody whose car lease expires in three months. When you buy on Facebook or Google, you\u2019re doing the latter,\u201d Wiener adds.<\/p>\n
\u201cThat\u2019s important for local but that\u2019s also important in the national market when you start to think about cross platform, when you think about addressable, when you think about some of the advanced TV things that are happening with OpenAP and others.\u201d<\/p>\n
He sees what\u2019s happening at the local level to be a harbinger of what\u2019s in store for national TV.<\/p>\n
\u201cI\u2019d say the biggest competitor that we have was inertia. We see what\u2019s happening in local now in being that major step that is going to push us from being a planning currency to a buying currency in many areas both on the local and the national market,\u201d says Wiener.<\/p>\n
This video is part of Beet.TV coverage of CES 2019. The series is sponsored by NBCUniversal. For more coverage, please visit this page<\/a>.<\/em><\/p>\n","protected":false},"excerpt":{"rendered":"LAS VEGAS\u2014With new and expanded measurement deals with Nexstar and other local television broadcasters in hand, \u201cWe feel like the levee is breaking in local,\u201d says Comscore CEO Bryan Wiener. This week, Comscore announced an expansion of its deal with Nexstar, the second-largest TV broadcaster, provide measurement and ad sales currency for all Nexstar markets, […]<\/p>\n","protected":false},"author":17,"featured_media":58321,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"mc4wp_mailchimp_campaign":[]},"categories":[7773],"tags":[5356,4508,5395,7405,7482,7737,7777],"_links":{"self":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts\/58316"}],"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\/17"}],"replies":[{"embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/comments?post=58316"}],"version-history":[{"count":0,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts\/58316\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/media\/58321"}],"wp:attachment":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/media?parent=58316"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/categories?post=58316"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/tags?post=58316"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}