Detroit- Dec 17, 2019: GSTV and Comscore announced campaign results from two pilot studies that used a new approach to quantifying the effect of ad exposure on client business outcomes. Comscore measured two campaigns on GSTV’s video screens in 2019. The first promoted the season premiere of a reality competition show for a national broadcast network. According to Comscore, exposure to the ads on GSTV drove a +6.7% lift in tune-in among adults 18-54. The second campaign drove a +12.1% lift in visitation to the advertiser’s website for a top mortgage lender. To ensure the measured lift was truly incremental and wholly attributable to exposure on GSTV both studies employed rigorous controls.
According to Carol Hinnant, Executive Vice President, National Services at Comscore; the explosion of video consumption across devices has led to an increasingly complex and fragmented media marketplace. In this new environment, the ability to draw a straight line from a brand’s media investments to valuable business results is essential, and we were excited to help GSTV does exactly that.
According to Eric Z. Sherman, SVP, Insights & Analytics, GSTV; rigorous measurement of business outcomes must follow as forward-thinking advertisers shift their video budgets beyond traditional TV screens and personal devices. To bring their innovative measurement solutions to a rapidly growing source of video inventory for marketers, we were pleased to partner with them.
Highlights from Comscore’s methodology and findings include:
- Driving web visitation and online conversion.
- Driving TV tune-in for a national broadcast network.
- A new measurement approach.
Comscore is a cross-platform media measurement and analytics solution suite that enables users to plan, evaluate, and transact media across platforms, quantify multiscreen behavior, and leverage data science and audience insights across digital, linear TV, over-the-top (OTT) and theatrical viewership.
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