AOL Canada Teams up with comScore; Offers New Campaign Evaluation Tool to Customers

TORONTO – AOL Canada is the first publisher in Canada to partner with comScore, Canada’s leading audience measurement service, to offer their new campaign evaluation tool, Campaign Essentials, to AOL customers. The product is an industry-leading audience verification tool that provides turn-key reporting on campaign reach and frequency including comprehensive dashboard reporting, verified delivery by demographics and geography as well as in-flight, performance based optimization.

AOL Canada will leverage the power of Campaign Essentials to evaluate the real time effectiveness of its online properties against specific demographic targets and to provide real-time feedback to advertisers on campaigns running on AOL properties.

Preliminary results, based on five weeks of Campaign Essentials data, show that AOL Canada properties over deliver on UVs by four to 12 per cent across various targets, including adults 25-54, online visitors in Ontario, and high-income $100K+ households.

“Any publisher can show pre-campaign audience composition based on comScore’s available monthly reporting suite but now AOL can provide in-flight and post-campaign data that shows actual delivery against those targets,” says Andrew Consky, director of research, AOL Canada. “Since online is the only medium that affords this calibre of exact reporting, results like this will be a valuable asset to our customers and in turn, will have a huge impact on our business.”

Available immediately, AOL will offer Campaign Essentials to clients as a value-added service for campaigns that meet a minimum impression threshold.

“It is our responsibility as thought leaders in the industry to keep up with the latest innovations,” says Graham Moysey, general manager, AOL Canada. “Most importantly, this new tool will help us further enhance the white-glove service that AOL delivers to its advertising clients.”

Source: comScore, Inc., Total Canada, Home and Work, May 2011; Campaign Essentials May 10 to June 15, 2011.

About AOL

AOL Inc. (NYSE: AOL) is a premier global media company with a suite of brands and products serving consumers, advertisers and publishers worldwide. The AOL Huffington Post Media Group is a leading source of news, opinion, entertainment, community and digital information comprised of a wide range of destination websites, including, The Huffington Post, TechCrunch, Moviefone, Engadget, Patch, AOL Music, StyleList and MapQuest. The AOL Group includes, ADTECH, goviral, Pictela, Video, Content Solutions and Sponsored Listings and serves a combined content and advertising market at scale through video, brand advertising, content and ad serving. AOL is focused on engaging consumers and providing online advertising services and solutions on both AOL Huffington Post Media Group destination websites and third party websites, in addition to serving consumer platforms including AOL Mail, AIM,, and mobile experiences. AOL also operates one of the largest Internet subscription access services that serves as another distribution channel for its consumer offerings.

About comScore

comScore is a global leader in measuring the digital world and the preferred source of digital marketing intelligence. Through a powerful combination of behavioral and survey insights, comScore enables clients to better understand, leverage and profit from the rapidly evolving worldwide web and mobile arena.

comScore provides syndicated and custom solutions in online audience measurement, e-commerce, advertising, search, video and mobile and offers dedicated analysts with digital marketing and vertical-specific industry expertise. Advertising agencies, publishers, marketers and financial analysts turn to comScore for the industry-leading solutions needed to craft successful digital, marketing, sales, product development and trading strategies.