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TubeMogul Integrates comScore vCE into its Video Advertising Software [EMBIN (Emerging Markets Business Information News](EMBIN (Emerging Markets Business Information News) Via Acquire Media NewsEdge) comScore, Inc. and TubeMogul announced a partnership that will deliver brand advertisers with TV-comparable metrics from comScore validated Campaign Essentials® (vCE™) for digital video campaigns on TubeMogul's enterprise software for digital branding. The partnership brings vCE directly into the TubeMogul platform to give advertisers and their agencies campaign reporting metrics, such as demographics, reach/frequency and human gross rating points (GRPs), for their video campaigns. These metrics help advertisers determine which ads are delivered to actual people – rather than bots or spiders – and which are within their target audience segments. The partnership comes a year after the launch of BrandPoint, TubeMogul's solution for accurately buying digital video on a GRP basis. Under the integration, clients of BrandPoint will have access to comScore's human GRP metrics to verify accuracy and make direct comparisons to TV campaigns. Programmatic video is a huge trend for marketers right now because it combines high-impact inventory with the ability to reach targeted audiences in an automated fashion, said Anne Hunter, comScore SVP of Global Marketing Strategy. Through our partnership with TubeMogul, we look forward to giving brands the metrics they need to ensure their ads are being delivered to humans and within the right target segments. Human GRP metrics can bring programmatic video into tighter alignment with TV and help it better fulfill its incredible potential for delivering engaging branded content to precise audiences. To brand advertisers, making direct comparisons between TV and online video in terms of cost and accuracy is critical, said Keith Eadie, Chief Marketing Officer at TubeMogul. Many of our clients rely on comScore vCE to do just that, which is why we are excited to add it directly into our platform. Ultimately, we share comScore's vision for driving greater accountability in advertising through better measurement. (c) 2014 EMBIN (Emerging Markets Business Information News) Provided by SyndiGate Media Inc. (Syndigate.info). |