NEWS17 October 2012

ComScore beta tests vCE MP in US

North America Technology

US— ComScore has launched its validated Campaign Essentials Multi-Platform (vCE MP) offering in the US to provide measurement of ad impressions across TV, web and mobile devices.

The company says it is running a vCE MP beta programme with US broadcast and cable TV networks, marketers, ad agencies and online publishers. During the beta period, participants’ campaigns will be evaluated for study according to the size and scope of campaigns with priority given to earliest responders.

The tool has been backed by Facebook and Starcom MediaVest. Brands backing the product include Fox International Channels and the Kellogg Company.

Aaron Fetters, director of the insights and analytics solutions centre at Kellogg Company, said: “Having insight into ad delivery across platforms enables us to evaluate our media allocation holistically, which can help deliver marketing efficiencies. The ability to layer other channels on top of our existing TV or digital campaigns can help us further optimise our marketing mix and keep our reach curves moving up and to the right.”

ComScore says that the offering will help to quantify the total combined advertising reach across platforms and the incremental reach of each medium for a given campaign. Campaign reporting includes multi-platform person-based measures of demographics, reach/frequency and GRPs, establishing a metrics standard that is comparable across media channels.

Pictured is ComScore CEO Magid Abraham.