“Person-level measurement” is a desire not only for those charged with media buying and planning, executing creative and overseeing the marketing efforts for goods and services across a multitude of categories, but it’s also an increasingly wanted data point for broadcast media.
That’s part of the reason why the VAB, among other organizations, is less than satisfied with the existing measurement tools available to TV.
Comscore has been working hard to satisfy this dissatisfied group of media and marketing professionals. On Wednesday (9/15), it revealed that it has “invented” what it calls “the next generation of personification methodology created to bring person-level measurement to its video products.”
