NEWS27 November 2012

ComScore launches real-time ad tracker BSL Pulse

Features North America

US — ComScore has launched Brand Survey Lift Pulse (BSL Pulse), an ad campaign effectiveness product for measuring breakthrough in real-time.

BSL Pulse will be available in 23 markets worldwide from today, with additional market rollouts occurring in the coming months. It aims to enable agencies, publishers and brands to optimise campaigns in-flight and improve targeting, maximise yield and reduce wasted ad spend.

Test customers of the product include Omnicom Group’s PHD media agency in Canada. Matt Devlin, digital director at PHD Canada, said: “BSL Pulse offered a quick solution that exceeded our expectations. Between the ease of execution and speed of feedback, BSL Pulse addresses a lot of limitations in other products in the market. While the campaign was still running, we were already getting a reading on its performance. These insights allowed us to quickly optimise the media buy to drive stronger results – based on brand awareness and purchase intent.”

BSL Pulse will be offered as part of ComScore’s AdEffx suite and runs by using a single tag throughout the suite. All survey results are weighted and balanced against actual ad delivery to ensure that results are representative of the audience actually exposed to the ad campaign, not just those who are most likely to take surveys.

Anne Hunter, SVP advertising effectiveness at ComScore (pictured), said: “There is a growing need for real-time campaign effectiveness results that are truly actionable, meaning they provide not just quick insights but also meaningful metrics that enable course-correction in real-time. BSL Pulse goes beyond answering basic effectiveness questions about the ability of a campaign to generate lifts in breakthrough, intent-to-purchase or likelihood-to-recommend, by also revealing the drivers of that impact, whether it’s the strength of the creative, publisher or placement, as well as the audience segments posting the strongest lifts. Answers to these more telling questions are what can truly inform in-flight optimisation, which helps deliver stronger ROI.”