Swartz<\/a>, CEO of Furious Corp., how agencies and marketers manage to bring together all the data needed for outcomes-based campaigns, Hinnant says \u201cit really takes a collective effort of everybody.\u201d She cites Comscore\u2019s relationships with such third-party data providers as Polk, Experian and IRI.<\/p>\n\u201cWe also invite first-party data to come in. In the case of Universal, they brought in their Fandango data set, we did a match on that.\u201d<\/p>\n
So what is required to reach a tipping point of sorts for similar campaigns? \u201cI think that you have to get the ecosystem to be able to accept those outcomes. So it\u2019s not only just looking at those audiences but you have to have that be able to flow through the whole planning and posting cycle and we\u2019re starting to see more and more of that happen.\u201d<\/p>\n
Although planning based on outcomes is \u201cat kind of a small scale today,\u201d Hinnant observes that Viacom is \u201cwinning with their advanced audiences structure so I think we\u2019ll see more and more of that as these media networks and publishers have more success with that.\u201d<\/p>\n
This video was produced in New York City at Identity in Focus: Understanding the Cross-Screen Consumer in a Fragmented World, a Beet.TV Leadership Forum, presented by 4INFO and hosted by Viacom. For more videos from the series, please visit this page.<\/em><\/p>\n","protected":false},"excerpt":{"rendered":"Like many companies, Comscore plays an important role in seeking to derive unduplicated reach curves for television audiences, along with other data advancements. It recently played a key role in a project with NBCUniversal in which NBCU guaranteed business outcomes for the first time, in a campaign for the movie The Upside. Comscore\u2019s seat at […]<\/p>\n","protected":false},"author":17,"featured_media":59302,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"mc4wp_mailchimp_campaign":[]},"categories":[7871],"tags":[5356,5395,6405,7696,7870,7874],"_links":{"self":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts\/59291"}],"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=59291"}],"version-history":[{"count":0,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts\/59291\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/media\/59302"}],"wp:attachment":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/media?parent=59291"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/categories?post=59291"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/tags?post=59291"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}