comScore expanded its Activation solution to incorporate console gaming and over-the-top (OTT) audience segments, including subscription video on demand (SVOD). The 21 new advanced segments, which are powered by comScore’s proprietary Total Home Panel, help marketers and media companies more effectively target these traditionally elusive consumers with tailored messages based on their overall streaming and console gaming intensity, as well as their consumption of leading OTT services.
“With more than 58 million homes viewing an average of 59 hours of OTT content each month (Source: comScore OTT Intelligence, U.S., as of December 2017), it has become a greater challenge for media buyers and sellers to engage this growing audience. We’ve combined insights from across our extensive cross-platform footprint to develop these new segments, which enable our clients to reach these viewers through other content they consume,” said Dan Hess, Chief Product Officer at comScore.
These new segments further diversify comScore Activation, a solution suite that helps clients build rich targeting profiles based on demographics and cross-platform behaviors – spanning digital, TV and, now, OTT and gaming.
The new segments are available or coming soon to leading ad tech platforms, including Adobe Audience Manager, AppNexus, LiveRamp IdentityLink Data Store, Neustar IDMP, and Tru Optik.
“Reaching specific OTT and SVOD audiences have been a persistent challenge in the market to-date,” said Michael Schoen, VP, and general manager, Marketing Solutions, Neustar. “The release of these new segments from comScore provides a solution to that challenge, and will undoubtedly help clients build more innovative, effective targeting strategies around ever-changing consumption trends.”
