On the heels of its agreement to license out-of-home audience data to GSTV (Gas Station TV), Comscore this morning announced a deal with place-based digital advertising network Captivate.
The agreement includes digital ad impressions, reach, and frequency by market and demographic.
Captivate -- best known for its screens in office elevators -- currently boasts a network of more than 35,000 video screens across office, residential, golf, ski and ridesharing venues.
Initially, Comscore will provide Captivate with granular audience measurement across six of its networks: U.S. office elevators and lobbies; Canadian office elevators and lobbies; U.S. residential buildings; and U.S. golf clubs.
“Quality data and measurement have been a core focus for Captivate since its inception,” Scott Marden, Captivate Chief Marketing Officer and DPAA Standards & Research Committee Chairperson, said in a statement, adding: "Over the past several months, I along with a team of researchers within the DPAA have assessed the measurement needs of each individual network as well as the industry as a whole. That process was instrumental in confidently partnering with Comscore to meet the measurement needs of our advertising partners and continuing to transparently report on our audience.”