New collaboration brings first ever CTV Brand Survey Lift study conducted with Comscore and StackAdapt for Large Financial Services Client.
Toronto, ON and Reston, VA – StackAdapt (www.stackadapt.com), a programmatic advertising company and Comscore, a trusted partner for planning, transacting, and evaluating media across platforms, have announced a partnership focused on providing Brand Survey Lift Study capabilities for connected TV (CTV) to enable advertisers working with StackAdapt to evaluate national, regional and local TV campaigns to optimize performance at every level.
Comscore Brand Survey Lift for CTV is a survey-based branding effectiveness solution that measures the total branding impact of CTV campaigns as well as lift attribution by network, placement and creative.
The first ever Comscore CTV Brand Survey Lift study was conducted with StackAdapt’s large financial services client looking to gauge association between their brand and a specific product offering in their portfolio. As CTV content is viewed across the traditional TV screen, it occupies the attention of viewers who are already engaged, in an environment where ads are most remembered – on television – making it the ideal channel to introduce a large scale brand awareness strategy. Once the CTV campaign was launched, Comscore was used to successfully measure increases in positive brand affinity.
As consumer adoption of connected devices and the amount of time spent on them continues to increase, marketers should begin looking at CTV in terms of how it can complement or even enhance their other strategies, including linear TV.
“Our new partnership with StackAdapt demonstrates each company’s dedication to bringing innovative solutions for audience measurement to programmatic advertising technology and the clients that leverage them,” said Carol Hinnant, Chief Revenue Officer, Comscore. “The industry is embracing CTV as an effective means for advertisers to reach more viewers and to earn more of their viewing time.”
“The ability to measure brand lift for CTV reinforces the impact, not only for targeting, optimizing and reporting, but also the other strategies that have been leveraged in programmatic, now applied to television,” states Michael Shang, Director of Programmatic Partnerships & BI, StackAdapt. “It is very rewarding to be the first ever Brand Survey Lift study to be successfully executed between Comscore and a demand-side platform.”
StackAdapt’s platform continues to become more robust with the addition of Comscore’s Brand Survey Lift study, especially for advertisers familiar with the benefits of enhanced capabilities inherent in programmatic that can now be applied to a new channel, CTV.
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.
StackAdapt is a self-serve programmatic advertising platform used by the most exceptional digital marketers. This state-of-the-art platform is where some of the most progressive work in machine learning meets cutting-edge user experience. Ad buyers plan, execute, and manage data-driven digital advertising campaigns across all devices, inventory and publisher partners.