A day after Nielsen expanded its cross-platform measurement product, comScore announced the beta release of its own cross-platform video advertising measurement solution.
ComScore Campaign Ratings provides 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."
ComScore said it will open the beta program to additional networks, marketers and agencies in the fourth quarter, and it expects to launch comScore Campaign Ratings commercially in the first quarter of 2019.
The beta launch announcement arrives quickly after Nielsen announced it is expanding its Total Audience capability for local measurement of ads and content to all 210 local designated market areas in the U.S.
"By enabling our clients to demonstrate the total reach they can deliver to advertisers at the local market level, local television can access the same key metrics as national television to know how their media is working," said Kelly Abcarian, senior vice president of product leadership at Nielsen, in a statement. "This helps to better inform their sales strategy and enables effective decision-making about where and when to engage audiences with content and advertising on a local level."