Comscore partners with Lightbox on OOH measurement

The agreement between the two businesses will see Lightbox receive digital advertising impressions, reach estimates and audience profiles on a monthly basis.

Lightbox is a digital out-of-home network based in the US focusing on video advertising in shopping and lifestyle destinations.

Comscore recently expanded its out-of-home measurement service Comscore Plan Metrix as part of company plans to measure outdoor, cinema and place-based advertising.

Plan Metrix combines consumers’ desktop and mobile behaviour with information about their lifestyles, interests, attitudes, demographics and behaviours, with digital out-of-home networks treated as any other digital publisher.

Gary Warech, executive vice-president of Comscore, said: “We are thrilled that Lightbox has turned to us for their measurement needs. Our charter subscribers will help shape the way digital out-of-home is planned and bought for a long time to come. Lightbox is an essential voice to have at that table.”