Agreement harnesses joint strengths in cross-platform measurement intelligence, lays groundwork for aggressive European expansion
RESTON, Va. – Comscore (NASDAQ: SCOR), a trusted partner for planning, transacting, and evaluating media across platforms, today announced its expanded TV measurement footprint driven by a new partnership with Samba TV, one of the leading cross-screen television data and analytics providers globally. The launch of international Smart TV measurement capabilities will begin in select European markets. By working with new and existing partners, Comscore will now be able to deliver CTV measurement capabilities to markets around the world, following partnerships announced this year in Italy and Sweden.
“We are delighted to be extending our TV measurement capabilities across Europe,” said Bill Livek, CEO, Comscore. “As a leader in this area for the U.S., we have a strategic opportunity to harness our valuable information in partnership with Samba TV and other key players in the region to create an unmatched measurement offer for this vital channel.”
The new Smart TV measurement across linear, CTV, and over-the-top includes ad exposure data at the program and series level. This cross-platform measurement expands Comscore’s footprint for its custom marketing solutions to help brands better understand the impact of their advertising efforts across platforms. Specifically, the new data will bolster ad effectiveness studies designed to help clients understand the extent to which their campaigns met ROI objectives, including purchase behavior and tune-in.
“We are eager to leverage our massive, global scale of Smart TV data to augment the capabilities of leading measurement companies like Comscore to address the complexity of today’s media landscape,” said Samba TV CEO and Co-founder Ashwin Navin. “With the rapid shifts across TV viewing behavior, advertisers and publishers can no longer expect their legacy approach to accurately quantify the size of audiences or the effectiveness of advertising. This partnership is a game-changer for global marketers who care about performance, accuracy, and data innovation.”
As a result of this partnership, notable clients have already commenced new TV measurement projects in Europe. Comscore and Samba TV plan to expand into additional regions in 2021.
Comscore (NASDAQ: SCOR) is a trusted partner for planning, transacting and evaluating media across platforms. With a data footprint that combines digital, linear TV, over-the-top and theatrical viewership intelligence with advanced audience insights, Comscore allows media buyers and sellers to quantify their multiscreen behavior and make business decisions with confidence. A proven leader in measuring digital and TV audiences and advertising at scale, Comscore is the industry’s emerging, third-party source for reliable and comprehensive cross-platform measurement.
About Samba TV
Samba TV enables the next-generation TV experience powered by first-party data, helping viewers engage with relevant media and empowering brand marketers to quantify that engagement. Samba TV’s insights are built on the world’s most comprehensive source of real-time viewership data across broadcast, cable, OTT, and digital media. Through software embedded in Smart TVs, augmented by set-top boxes and mapped to connected devices, the world’s leading brands leverage Samba TV to quantify media investments and amplify them across all the screens we use to watch video. For more information, please visit www.samba.tv.