While
Comscore has traveled a hard road over the past few years, it appears
to be getting back on solid footing. The company’s recent product moves
across its business units have been focused in advanced television in
order to round out the company’s cross platform offering. As part of
that strategic move, Comscore is using automatic content recognition
technology (ACR) technology from Inscape to successfully link disparate
data points into a viable cross platform measurement capability.
|
Charlene Weisler (CW): Why use ACR?
Alexander Feldman (AF): There
are three interesting things about ACR. First is the Speed with which
you can collect data. Historically, data was delivered through more
manual means which would take weeks to deliver. With ACR we receive the
data within days so we can deliver insights during a campaign and much
faster to clients. And when you are able to deliver insights during a
campaign, you are able to apply more dynamic creative optimization to
discern what is working and what is not. Second is Accuracy. In other
forms of data collection there are gaps and missing data, sometimes
caused by human error in coding or from tags dropping off in certain
environments. The third is Automation. Think of ACR as Shazam. It
automatically finds content or advertising that it knows it is looking
for because it is in the foundational data set or database.
CW: How is Comscore using Inscape’s ACR?
AF: The
most popular way we are using ACR currently is in measurement such as
in attribution. The idea is to prove out campaign efficacy, tune-in or
return on investment by essentially closing that loop between whether
that person saw a particular piece of content or ad and then finding
that same individual within our panel. We have had success with then
serving those individuals ads to gauge brand metrics within the purchase
funnel. Is that particular piece of creative moving the top of the
funnel or lower parts of the funnel?
CW: Do you re-sell or re-package the data? Is it integrated into any product offerings?
AF: We
are not allowed to re-sell the data, but the strength of it as it
pertains to Comscore is that when we ingest the ACR data we are able to
fuse it with other assets. Comscore has tremendous scale, strong
relationships and legacy clients. We are able to leverage ACR data
within that framework and integrate that into existing products. Our
Brand Survey Lift (BSL) is one product where we are using ACR data. The
other kind of obvious use cases are in the planning space where we
measure reach and frequency.
CW: What types of data and metrics are you using?
AF: Not
to get too granular but content start time, duration, number of
aggregate households reached, IP addresses, titles, are all tied back to
individuals in our panel through a third party blind match. But there
is a whole slew of granular data that we get from Inscape’s ACR
insights.
CW: What successes have you realized from the data?
AF: I
just got back from a conference where we highlighted a piece of new
business that we closed with a large CPG brand that measured multiple
campaigns using ACR data. We looked at the different types of creative
running on many different networks and tied that back to our digital
panel. Some of the findings that I thought were really compelling and
maybe not-so-obvious to the client were that no single platform was more
impactful than a comprehensive cross platform campaign. We saw that
when a campaign ran across platforms, it generated lifts of +36% more
than any individual platform.
The
second thing we measured and presented was that 50% of the campaigns
had one creative that was six times more impactful than all other
creatives, regardless of platform. So that goes back to the power of ACR
– we were able to find through our Brand Survey Lift product that there
is one creative that typically accounts for a significant amount of the
lift that you see in the campaign. Identifying that creative is
critical during the campaign while you have the opportunity to prove it
or switch it out.
Thirdly,
we found that TV or TV-like platforms have the strongest synergy with
social. The data point that we highlighted in that project was that
social / TV delivery was 50% more effective in influencing purchase
intent and awareness than other media mixes.
CW: How do you measure client success?
AF: Client
success can be defined by the KPIs they are trying to meet, depending
on where they are in the funnel. From my perspective, we are successful
when we are providing incremental value to the client and helping them
solve business decisions. For example, what does a conversion look like?
Is it a visitation to a site, an RFI, or a visit to a location? The
power of ACR is when it is combined with Comscore data processes and
logic that normalize and standardize consumer viewing data and help us
to measure it faster.
CW: What marketing initiatives does ACR data support for Comscore?
AF: Activation
is a natural use case with that data. For example, a CPG client has
brands in multiple different markets and while the initial project was
U.S. based, we were able to project the potential for international
expansion and activation.
CW: What does Inscape ACR data facilitate or improve?
AF:
They help plug gaps in the connected TV space which is an emerging area
and is growing. Consumers are adopting connected TVs quickly. It adds
an extra layer of information into our models and logic. So they are
improving the overall data sets that we have by providing us with
information that we never had. Comscore has historically integrated data
from mobile, desktop, set top boxes. This is yet another form of device
that is now probably the fastest growing form of TV or TV-like
consumption. Inscape helps us increase our strengths beyond premium
video and helps us amplify that and complete our offerings.
This article first appeared in TVREV.
No comments:
Post a Comment