Google asked Comscore to examine 15 Super Bowl LVII campaigns that ran on YouTube to determine how they reach viewers who watch the ads exclusively on CTV. Here's what it found.
With 75% of growth in video hours on CTV devices from smaller platforms, YouTube is the only one of the top six platforms that has grown share with a leading 28% of total video hours vs. 24% a year
Non-white households' share is up from 39% two years ago.
Specifically, 41% of consumers said they initiated an online search after seeing an out-of-home ad vs. 45% who said they did so after seeing a TV spot.
Executive search firm Spencer Stuart has been retained to handle the search process.
Publishers last year had 35% share of voice, while media and entertainment companies had 29%, according to Comscore.
It's unclear whether the RFP is related to the ANA's "Cross-Media Measurement initiative," which it said would pilot a new "virtual people ID" methodology developed by Comscore by the end of this
"The vast majority of the sites spreading election misinformation a year ago have continued to promote the narrative that the election was not legitimate, while defending, downplaying, or redirecting
blame for the riot," NewsGuard's analysts note in the new report.
81% of the 113 U.S. websites known to have spread election misinformation following the 2020 presidential election still do, according to NewsGuard, a media watchdog.
NBC sketched out six key areas of segmentation: audience measurement, audience verification, brand measurement, incrementality measurement, sale impact, multi-touch attribution and business-outcome
Twitter this week updated the ad community on a wide variety of advertising product updates aimed at boosting video, cultural relevance and performance during the 2021 holiday shopping season.
Comscore and the MRC had been targeting an early 2022 start date for an audit for its national and local TV measurement products, but see a timely opportunity with Nielsen under fire for
underreporting national TV ratings, and NBCU pushing for new measurement modes.
Nielsen has had other longstanding issues with marketers and media, such as measuring the full impact of cross-platforms' media impressions and associated advertising data.