Insider mentioned when Comscore signed an agreement with GSTV that they have an appetite to grow in the Digital OOH space.
Yesterday they announced an agreement with Captivate, North America’s leading location-based digital video network, to provide reporting from Comscore’s fast-growing digital out-of-home (DOOH) solution. The new reporting includes digital ad impressions, reach, and frequency by market and demographic.
Initially, Comscore will be providing Captivate with granular audience measurement across six of its networks: U.S. office elevators and lobbies; Canadian office elevators and lobbies; U.S. residential buildings; and U.S. golf clubs.
“Quality data and measurement have been a core focus for Captivate since its inception,” said Scott Marden, Captivate Chief Marketing Officer and DPAA Standards & Research Committee Chairperson. “Over the past several months, I along with a team of researchers within the DPAA have assessed the measurement needs of each individual network as well as the industry as a whole. That process was instrumental in confidently partnering with Comscore to meet the measurement needs of our advertising partners and continuing to transparently report on our audience.”
“We are thrilled to begin working with Captivate to advance their understanding of their premium audience,” said Gary Warech, Executive Vice President, Comscore. “With some of the most desirable DOOH inventory across commercial, residential and recreational footprints, Captivate is one of the leaders in the digital signage space and we are looking forward to delivering value for the benefit of their clients.”
As part of its focus on delivering the next generation of DOOH measurement, Comscore is developing solutions to precisely measure traditional outdoor platforms such as roadside billboards, street furniture, and place-based advertising platforms that are designed to reach consumers in retail spaces, business and medical offices, entertainment venues, transportation hubs and cinema.
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