Tijdens Adobe Summit in Las Vegas hebben Adobe (Nasdaq: ADBE) en comScore (Nasdaq: SCOR) een wereldwijde strategische samenwerking aangekondigd om nieuwe inzichten te bieden in de mediaconsumptie van digitale doelgroepen. Deze nieuwe samenwerking maakt het mogelijk om de consumptie van video en advertentiemateriaal op een consistente manier en cross-device te meten. Dit biedt inzicht in het kijkgedrag zodat mediaplanning en -inkoop kan worden verbeterd. Als partner maakt comScore binnen haar cross media audience en advertising product suites gebruik van de nieuwe Adobe gecertificeerde metrics, gestandaardiseerde census data op basis van Adobe Cloud Platform en ondersteund door Adobe Analytics. Daarnaast integreert Adobe de doelgroepdata van comScore, zoals demografische gegevens voor klanten van Adobe Marketing Cloud.
Het volledige, Engelstalige persbericht is hieronder te lezen:
Adobe and comScore Advance Digital TV and Ad Measurement
New Global Partnership Will Help Content Owners and Advertisers Better Measure Consumer Behavior
LAS VEGAS — March 22, 2016 — At Adobe Summit, Adobe (Nasdaq: ADBE) and comScore (Nasdaq: SCOR) announced a global strategic partnership to provide new insights into the media consumption behaviors of digital audiences. This new partnership will deliver consistent, cross-device audience measurement of video and ad content, providing advanced insight into consumer viewing behaviors for better media planning and buying. Through this partnership, comScore is incorporating new Adobe Certified Metrics, standardized digital census data built on the Adobe Cloud Platform and powered by Adobe Analytics, into its
Cross Media,
Audience and
Advertising Product Suites. In addition, Adobe will integrate comScore audience data, including demographics, for
Adobe Marketing Cloud customers.
People are watching content on an increasingly broad variety of devices. Paid digital content services are on the rise and, for two years running, the total number of authenticated digital TV views has doubled annually according to Adobe Digital Index. Comparable cross-platform metrics are one of the biggest friction points in television’s digital transformation. Media companies, publishers, multi-channel video programming distributors (MVPDs) and advertisers are all looking for ways to reliably measure audiences, content and advertising engagement across all platforms. comScore and Adobe joining forces provides seamless, census-based measurement of digital video content and ads for the most popular platforms, including TV, video on demand, smartphones, tablets, game consoles and over-the-top connected devices.
“With the world’s largest brands, including ten of the ten largest media companies relying on Adobe Marketing Cloud, Adobe is at the center of audience measurement and in a unique position to help solve one of the industry’s greatest friction points,” said Jeremy Helfand, vice president, Adobe Primetime. “This partnership will enable smarter buying and selling of advertising and establish the trust and credibility needed to support the convergence of linear and digital experiences.”
The collaboration between Adobe and comScore will provide marketers globally with trusted insights, including key metrics on the number of video starts, time spent watching and rate of ad engagement, to optimize their ad campaigns and more efficiently reach the right audiences across TV and digital. Media companies will leverage these enhanced insights to better forecast how content performs across platforms and particular audience segments. Additionally, agencies will be able to take advantage of the full potential of the massive amounts of data generated in the modern media world.
“comScore is redefining cross-platform measurement to deliver the independent, trusted metrics that content owners and advertisers have long been asking for,“ said Serge Matta, CEO at comScore. “Massive, census-level data is critical to providing actionable and granular measurement across screens. This partnership with Adobe helps us to deliver even more precise insights to our clients about how, when and where consumers are interacting with content and ads. This will enable clients to make smarter buying decisions based not just on age and gender, but on advanced demographics.”
The integration of comScore’s audience information with Adobe Marketing Cloud will enable further optimization of audience segments for targeted marketing campaigns, including email, video, display and search advertising. Adobe customers will also be able to forecast how well marketing content performs against specific audience segments.
Read more about this partnership on the
Adobe and
comScore blogs.
Customer Quotes
"We know that consumers are watching TV on every screen and platform, and measurement is catching up to capture that activity, but it's still very complex,” said Colleen Fahey Rush, executive vice president, chief research officer, Viacom Media Networks. “A partnership between comScore and Adobe – on the heels of Viacom’s own partnership with comScore – is a win for the entire industry because it opens up and evolves the use of advanced currencies.”
"Digital platforms are a key growth opportunity over the next decade and are already driving meaningful viewership for our services, including CBS All Access and CBSN,” said Marc DeBevoise, executive vice president and general manager, CBS Digital Media, CBS Interactive. “This partnership between comScore and Adobe gets the industry one step closer to unified cross-platform measurement, further validating the value of our audiences across screens and giving our advertisers the ability to deliver data- enhanced campaigns across devices.”
"Collaboration like this furthers our ability to harness the power of data and technology to build brands through a re-engineered media model that directly drives business growth,” said Kate Sirkin, executive vice president, global director, Audience and Measurement Solutions, Starcom MediaVest Group. “Specifically, enhancements to the tagging capabilities across the entire ecosystem ensure we attribute value to the full range of communications channels and data integration. This partnership also allows us to assess new audience segments based on attributes including people’s media and e-commerce behaviors.”
“We need to be able to show advertisers where our engaged multiscreen audiences are consuming content in order to effectively monetize our premium content everywhere,” said Greg Dinsmore, director, Digital Insights and Cross-Platform Measurement, Rogers Communications. “Adobe and comScore is a great global collaboration and we are looking forward to working with them together to better measure and monetize our audiences across screens."
About Adobe Analytics, Adobe Primetime and Adobe Audience Manager
Adobe Analytics is the award-winning analytics backbone of Adobe Marketing Cloud measuring nearly eight trillion server calls each year. It is the industry’s best-selling and most advanced enterprise analytics solution used regularly by more than 140,000 marketers and data analysts to better understand their businesses. Major brands including ten of the world’s ten largest media companies use Adobe Analytics today. Adobe Primetime, the industry’s leading multiscreen TV platform, integrates video publishing, monetization and content protection, and is used by NBC Sports, Comcast, Turner Broadcasting, Time Warner Cable and others globally. Adobe Audience Manager, the industry’s leading data management platform, helps customers consolidate disparate datasets and build unique audiences to gain greater insight into the customer journey and personalize the user experience across any channel.
Adobe Analytics, Adobe Primetime and Adobe Audience Manager are three out of eight solutions in Adobe Marketing Cloud, which supports 41 trillion transactions per year and is used by two thirds of Fortune 50 companies.
###
© 2016 Adobe Systems Incorporated. All rights reserved. Adobe and the Adobe logo are either registered trademarks or trademarks of Adobe Systems Incorporated in the United States and/or other countries. All other trademarks are the property of their respective owners.
Over Marketing Cloud
Adobe Marketing Cloud stelt ondernemingen in staat om big data te gebruiken om klanten en potentiële klanten effectief te bereiken en een band met hen op te bouwen via gepersonaliseerde marketing-content voor alle devices en digitale touch points. Acht nauw geïntegreerde oplossingen bieden marketeers allesomvattende marketingtechnologieën die gericht zijn op analytics, web en app experience management, testing en targeting, advertising, audience management, video, social engagement en campagnemanagement. De koppeling met Adobe Creative Cloud maakt het eenvoudiger om direct creatieve assets in te zetten binnen alle marketingkanalen. Duizenden internationale merken, inclusief twee derde van de Fortune 50-ondernemingen vertrouwen op Adobe Marketing Cloud.
Over Adobe
Adobe verandert de wereld door digitale ervaringen. Voor meer informatie bezoek:
http://www.adobe.nl
Kijk ook op de Adobe-Twitter:
https://twitter.com/AdobeNederland
en op de Facebook-pagina:
https://www.facebook.com/AdobeBenelux
Perscontact:
Nienke Schipper-Pauw
Adobe Benelux
+31 (0)20 6511 200
nschipper@adobe.com
LEWIS
+31 (0)40 235 46 00
adobenl@teamlewis.com