Comscore has expanded its connected TV footprint through a partnership SambaTV. These new Smart TV measurement capabilities will launch in select European markets with partnerships announced this year in Sweden and Italy. Comscore will work with new and existing partners to deliver CTV measuring capabilities to global markets.
As a result, new and notable clients have already commissioned Comscore for TV measurement projects across Europe.
“We are delighted to be extending our TV measurement capabilities across Europe,” Bill Livek, CEO, Comscore said in a press release. “As a leader in this area for the U.S., we have a strategic opportunity to harness our valuable information in partnership with Samba TV and other key players in the region to create an unmatched measurement offer for this vital channel.”
“We are eager to leverage our massive, global scale of Smart TV data to augment the capabilities of leading measurement companies like Comscore to address the complexity of today’s media landscape,” said Samba TV CEO and Co-founder Ashwin Navin. “With the rapid shifts across TV viewing behavior, advertisers and publishers can no longer expect their legacy approach to accurately quantify the size of audiences or the effectiveness of advertising. This partnership is a game-changer for global marketers who care about performance, accuracy, and data innovation.”
The new data gained from extended TV measurement will help clients get a better picture of how their ad campaigns have performed across connected TV’s, including purchase behavior and tune-in.
Comscore plans to continue its expansion into more countries in 2021.