Sizmek, comScore, Nielsen partner for performance metrics
Sizmek is offering marketers a tool with an integrated view of campaign performance measurements within the Sizmek MDX open ad management platform together with data from comScore or Nielsen. Sizmek is now making this data available with an integrated view of multi-channel campaign performance via Sizmek Audience Suite.
The GRP (gross ratings point) metric has underpinned television audience measurement for decades, and it provides online marketers with a valuable understanding of reach and frequency. Audience Suite overlays GRP data from either comScore vCE or Nielsen Online Campaign Ratings together with Sizmek’s MRC-accredited performance metrics including video completions, brand safety measures, and conversion data.
“Marketers are seeking a common currency by which they can measure campaigns. By integrating the GRP measurements of either comScore or Nielsen alongside other Sizmek performance metrics, digital marketers can now compare channels and results seamlessly. This ability to easily merge demographic and ad server performance metrics such as video completion rate will be an enormous advantage for our platform users,” said Andrew Bloom, Senior Vice President of Strategic Business Development at Sizmek.
Accurate measurement of reach and frequency becomes more important for advertisers as they shift to online strategies. Previously, marketers had to navigate between multiple platforms to analyze ad performance and GRPs, which led to significant knowledge gaps. Sizmek Audience Suite brings GRP and ad performance into a single interactive dashboard in order to eliminate gaps in analysis and to provide insights for optimization.
“We are very excited to partner with Sizmek, particularly in Asia Pacific. The integration of demographic and GRP (gross ratings point) data from comScore validated Campaign Essentials (vCE) with Sizmek’s ad server performance metrics means that brand marketers can now better understand who their messages are reaching and optimise their campaigns to reach targeted demographic groups. Marketers in Asia Pacific are now more empowered than ever before. This new offering will essentially change measurement practices, and provide marketers with an integrated view of cross-media campaign measurements and performance,” said Joe Nguyen, Senior Vice President, Asia Pacific at comScore.
“Advertisers and marketers are seeking a 360 view of their campaigns. By integrating Nielsen’s demographic data with Sizmek’s online performance data, it will be more efficient for marketers to optimise campaigns,” added Andrew Feigenson, Managing Director, Digital Client Services, Nielsen.
