RESTON, Va., Feb. 11, 2020 /PRNewswire/ -- As the
election season heats up, it's never been more important for
campaigns and agencies to have the most complete picture of voter
preferences possible in order to create messages that resonate with
the public. That's why Comscore (Nasdaq: SCOR), a trusted partner
for planning, transacting and evaluating media across platforms,
and TargetSmart are excited to announce a new partnership to create
customized political advertising segments that combine the best of
TargetSmart's proprietary voter data with the unmatched reach and
granular precision of Comscore's StationView Essentials household
viewing preferences.
Designed exclusively for local markets, the new customized
segments bring together StationView Essentials viewing data
measured by Comscore and TargetSmart voter information, with the
final output being station/daypart and series level performance
against custom segmentation.
With the new customized segments, political agencies will be
able to more effectively reach target audiences by devising
smarter, more accurate advertising plans that result in more
powerful campaigns. Segments will focus on the key voter categories
that are most likely to sway election outcomes, including nonvoters
in 2016, soft partisan and independent likely voters, and white
working-class voters.
"Voters are exposed to an overwhelming amount of advertising,
and it is increasingly difficult to cut through the noise," said
Pamela Barratta, Vice President,
Political Sales at Comscore. "Over the past six years, Comscore has
woven itself deeply into the electoral process by drawing on our
massive and passive local market measurement footprint to deliver
unique insights for political campaigns and
organizations."
"For years TargetSmart has used our best-in-class data to help
clients reach their target audiences," said Tom Bonier, CEO of TargetSmart. "This
partnership with Comscore will equip campaigns and advertisers with
the powerful tools needed to gain a more comprehensive and complete
understanding of the electorate."
With more than a decade of experience measuring television
viewership from return path devices across tens of millions of
households in all local markets, Comscore is a trusted source for
television viewing data. Comscore is also a leader in advanced
audiences, which allow the industry to go beyond age and gender to
transact on consumer behaviors, interests and lifestyles. As the
trusted and reliable third-party measurement leader, Comscore is
uniquely positioned to measure how voters consume content across
platforms, regardless of where or when they view it.
About Comscore
Comscore (NASDAQ: SCOR) is a trusted partner for planning,
transacting and evaluating media across platforms. With a data
footprint that combines digital, linear TV, over-the-top and
theatrical viewership intelligence with advanced audience insights,
Comscore allows media buyers and sellers to quantify their
multiscreen behavior and make business decisions with confidence. A
proven leader in measuring digital and TV audiences and advertising
at scale, Comscore is the industry's emerging, third-party source
for reliable and comprehensive cross-platform measurement.
About TargetSmart
TargetSmart is the leading provider of political data that
enables campaigns and organizations to successfully communicate
with large audiences through personalized outreach. Their
politically focused approach combines consumer data,
analytics, data integration and consulting solutions for
microtargeted, multichannel marketing strategies.
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SOURCE Comscore