After initially announcing a pilot program for its new cross-platform video advertising measurement platform, Comscore is seeing an influx of new media partners.
In the past two days, A+E Networks, AMC Networks and Discovery Inc. have all signed on to help beta test the Comscore Campaign Ratings. Those companies join ABC, CBS, CNN, Disney, Fox, Freeform, GroupM, NBCUniversal, The CW Network, Turner, and Viacom, which all joined the beta when it launched in September.
"As we continue to innovate across platforms, it's increasingly important to our advertisers that we quantify the impact of their advertising campaigns running across all Discovery channels, which is why we're eager to join the CCR beta program," said Chris Ryan, senior vice president of ad sales research for Discovery, in a statement.
"In a convergent television environment, it's critical for us to measure and understand our audiences and the overlap between platforms," said AMC Networks’ Tom Ziangas in a statement. "This product addresses our advertisers core need to quantify unduplicated audiences, as well as allows us to better articulate our strengths across linear TV and digital."
"As consumers are engaging with History, Lifetime AND A&E programming across multiple platforms, it is important that we understand and measure the impact of advertising," said Don Robert, executive vice president of research at A+E Networks, in a statement. "Our goal is to measure the unduplicated audience across linear TV and digital platforms so that no audience is discounted."
Campaign Ratings is designed to provide an unduplicated view of video ad campaign delivery across linear TV, OTT, desktop and mobile platforms and includes insights into co-viewing, person-level reach and audience demographics.
"This is an important milestone, a major step within a broader product strategy designed to help buyers and sellers accurately measure audiences no matter where they consume content," said Dan Hess, chief product officer at Comscore, in a statement. "Solving the cross-platform measurement challenge requires ongoing collaboration with the best and brightest minds in the industry, and we look forward to continuing to work with our beta partners and new entrants as we iterate on the product into 2019."