Here’s another win for Comscore.
Local cross-media advertising company Viamedia has decided to use Comscore as its exclusive source for TV data ad currency in 72 of its 73 markets.
“We have a long history of partnering with Comscore and are consistently impressed with the stability and granularity of their TV currency,” Viamedia President/CEO Mark Lieberman said. “It is an easy decision to rely on the Comscore currency in the majority of our markets as its approach to measurement reflects the modern media landscape for TV and beyond. As Viamedia has expanded its services into the digital space, we needed a currency that’s reliable and scalable in today’s complex cross-platform world.”
Comscore EVP/National Carol Hinnant added, “We are thrilled to grow our partnership with Viamedia and to act as the exclusive TV currency for nearly all of its markets and be the measurement source for their future cross-platform efforts. As the video landscape continues to evolve in complexity, it’s important that advertisers have a more accurate and holistic view of the audiences they are trying to reach so they can optimize their advertising efforts and make business decisions with confidence.”
Headquartered in New York City, Viamedia provides an audience and impression-based local video and digital advertising platform. As part of the platform, Viamedia has exclusive cable TV ad inventory from more than 60 Cable TV Distributors in 34 states across 72 DMAs, offering advertising on cable TV networks to more than 6,000 local, regional and national advertisers. Viamedia also offers those advertisers a complimentary suite of impression based digital products including OTT, mobile, display, email, search, and social, in those DMAs and beyond.