Tag: comScore

Snapchat Adjusts Ad Rates As User Demo Shifts

Posted on by Lab Team

What Happened
Snapchat has made significant progress in its ad business this year, including launching an Ad API last month and partnering with several third-party analytics firms to help improve its ad measurement. Last week, Digiday reported that the company has reduced the pricing of its ads bought through its ad API from a previous minimum of $500,000 per ad to just $100,000.

Meanwhile, comScore released on Monday a report that contains some interesting stats about Snapchat’s user demographic. According to its estimation, 14% of U.S. smartphone users that are 35 or older are now using Snapchat, up from a mere 2% three years ago. For smartphone users aged 25 to 34, that number has ballooned from 5% to nearly 38% in the past three years.

What Brands Need To Do
When it first opened up to brand advertisers in late 2014, Snapchat received some flak for its formidably high pricing and lack of transparency on ad performance. Now as the social app continues to mature and attract a more diverse user base, its ad business has evolved accordingly and become more accessible and measurable. The expanding user demographic points to new opportunities for marketers to reach a wider audience. For brands that are looking to connect with mobile users, Snapchat is a fast-growing social channel that marketers should not overlook.

 

Source: Digiday & WSJ

 

ComScore Teams Up With xAd To Measure Offline Impact Of Digital Ads

Posted on by Lab Team

What Happened
Continuing the hot trend of ad-tech companies introducing offline attribution measurement for digital ads, online audience measurement firm comScore and location-based mobile ad network operator xAd are teaming up to introduce comScore Location Lift in xAd. Combining comScore’s campaign data with xAd’s mobile ad network, the new product allows advertisers to measure reach and track how their online campaigns affect foot traffic. The companies also plan to add cross-screen measurement and tools for tracking revenue later this year.

What Brands Need To Do
In this month alone, major social platforms including Facebook, Pinterest, and Snapchat have all forged partnerships with ad-tech companies for tracking offline attribution. So it makes perfect sense for comScore and xAd to come onboard and offer a great tool for brands with physical stores to gain some valuable insights on how their online campaigns are impacting store visits and use the learnings to inform future campaigns.

 

Source: AdWeek

Facebook Partners With Three Third-Party Firms To Improve Its Ad Metrics

Posted on by Lab Team

What Happened
Facebook is expanding its third-party verification program to incorporate ad metrics from Nielsen, comScore, and Integral Ad Science into its ad platform to improve Its ad measurement and viewability transparency. Now brands advertising on Facebook can choose from these well-known audience measurement firms when they want an outside perspective to measure the effectiveness of ads on the social network. The integration of Nielsen metrics, for example, will allow brand marketers to buy video ads on Facebook similarly to the way they buy traditional TV ads and use Nielsen’s day-parting and DMA targeting tools,

What Brands Need To Do
This move from Facebook echoes with Snapchat’s decisions earlier this year to partner with Nielsen and comScore to improve its ad measurement and appeal to brand advertisers. As the social and messaging platforms continue to improve their video ad products, making it easier for advertisers to transition from buying TV ads to video ads on digital channels, brands should also consider reevaluating their media mix and reallocating the video ad spending accordingly.

 

Source: AdWeek

ComScore To Measure Snapchat Discover Traffic

Posted on by Lab Team

What Happened
Following its deal with Nielsen to provide brand advertisers with some transparency on how many times their ads are shown, Snapchat is now reportedly teaming up with online measurement firm comScore to bring traffic measurement to the Discover channels, Snapchat’s content portals for publisher partners. By introducing a respected third-party like comScore, Snapchat can offer advertisers a clear idea of how many views each of the Discover channels receives. Last October, Snapchat started allowing brands to sponsor non-permanent Discover channels to showcase their branded content, and on Monday, Burberry became the first luxury brand to get its own Discover channel.

What Brands Need To Do
This partnership should bring more transparency to Snapchat ads, enabling brand advertisers to choose which Discover channels to advertise in. It also puts pressure on publishers to improve their content quality and compete to attract more traffic to their Discover channels, which would in turn bring in more eyeballs for brand advertisers. As Snapchat offers more clarity on its ad performance, brands looking to reach the app’s young-skewing users will have more data to adjust their Snapchat campaigns with accordingly.

Source: Digiday

Viacom Inks Data Deal With ComScore For Cross-Platform Measurement

Posted on by Lab Team

What Happened
Viacom has reached a new multi-year deal with comScore to leverage the latter’s vast data on digital audiences to help advertisers target specific audiences across the various Viacom properties. Last year, comScore merged with TV audience measurement firm Rentrak to better compete with Nielsen. With this new deal, marketers are able to access the audience data from comScore via Viacom’s Vantage platform, and use it to target and track audiences across linear TV, digital, and VOD services within Viacom’s media network.

What Brands Need To Do
As digital and OTT distribution channels continue to grow, consumers’ TV and video consumption is increasingly fragmented. Therefore, brand advertisers should embrace the new data-driven tools Viacom offers to better measure and serve content and ads across multiple devices and channels.

To read more on how brands can reach shoppers on OTT platforms with shopping apps and branded content, please check out the Appified TV section in our Outlook 2016.

 

Source: AdWeek

ComScore Study: 46% of Ads Never Seen

Posted on by Lab Team

Coupled with the news from earlier today that desktop ad spending is decreasing, ComScore released new data that 46% of advertisements – even targeted advertisements – on websites are never seen by website visitors. This comes after more than a year of additional tracking by the company, which counts 22 of the top 25 U.S. advertisers as clients. But this new data likely comes from the fact that ComScore has reached out beyond premium ad publishers and blue-chip advertisers in the past year, and indeed many of the “lower tier” sites have in-view rates well below 50%. Nonetheless, the numbers paint an even starker picture for the world of desktop advertising and its future, especially compared to the targeting capabilities of the mobile environment.