WarnerMedia First to Pilot Comscore Addressable TV Ad Offering
WarnerMedia is the first national programmer to formally pilot test Comscore’s national addressable TV program that measures linear advertising inventory across MVPDs and connected TVs, said Comscore Wednesday. WarnerMedia began running national addressable campaigns across multiple MVPD platforms late last…
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year, with aggregated measurement from Comscore. The media company believes addressable advertising is “a premium experience and an opportunity that allows brands and agencies to reach the right audience with the right ad at the right time, while driving precision and effectiveness,” said JP Colaco, head-advertising sales. The third-party Comscore platform brings measurement transparency, said Colaco. Comscore will provide addressable technology that will measure the reach and frequency of households receiving addressable ads “as well as the underlying impressions rating of the remaining inventory that was not addressed, called 'under addressable,’” said Comscore Chief Product Officer David Algranati.