comScore Launches AdEffx Campaign Essentials in Europe

New Online Interface Enables Daily Audience Measurement for Digital Campaigns; Includes Traditional Post-Buy Metrics Such as Reach/Frequency and GRPs

London, UK – comScore, Inc. (NASDAQ: SCOR), a leader in measuring the digital world, announced the European launch of comScore AdEffx™ Campaign Essentials, a powerful new audience measurement tool. The new online dashboard features several highly sought after features for digital media planning and optimisation, including daily measurement of campaign demographics, and the availability of traditional post-buy metrics, such as Reach / Frequency and GRPs.

“Recently released figures from the IAB show that a quarter of all UK advertising spend was online in 2010, and with increasing budgets comes a need for real-time reporting and enhanced campaign optimisation capabilities,” said Mike Shaw, comScore director of Marketing Solutions. “We understand our clients’ desire to continuously validate campaign performance and AdEffx™ Campaign Essentials enables them to do that. Digital marketers and agencies can now accurately, quickly and confidently verify that their online campaigns were delivered to the correct audience with the desired reach and frequency.”

comScore AdEffx™ Campaign Essentials was originally introduced in the US in 2009 and has been beta-tested with a select group of clients in Europe over the past several months. Today, comScore is pleased to make these capabilities available for the entire European market. Some of the key features that will benefit marketers and agencies are the ability to:

– Demonstrate the actual audience composition reached for specific media buys
– Optimise publishers, placements and creatives based on performance
– Compare the performance of online and offline media plans by using the same post-buy measures that are used in TV, such as reach, frequency and GRPs
– Create custom segmentation to allow reporting for specific audience target groups
– Use the interactive online interface for daily in-flight campaign optimisation

“Campaign Essentials allows us to demonstrate how our advertising inventory reaches the defined target audience, and report GRP measures to facilitate cross-media comparison. Microsoft look forward to working with comScore as we continue to deliver world-class solutions for our advertisers.” – Julie Forey, at Microsoft Advertising

“Campaign Essentials is an indispensable tool that helps to professionalise the internet and work at the level we do in other media,” says Pilar Merchante, research director at Zenith Media. “Not only can we pick up the pulse of our campaigns but it also gives strategic guidelines for future campaigns.”

“With Campaign Essentials we gained consistency in our search for effectiveness in our digital campaigns. Thanks to Campaign Essentials we´ve implemented new measurement, planning and buying models, like the iGRP, providing a revolutionary change in our client´s advertising budgets.” – Nacho Suanzes, partner invention at Mindshare

For more information about comScore AdEffx Campaign Essentials™, please email [email protected].

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