Comscore, the provider of solutions for measurement of digital and set-top box audiences and advertising at scale, has announced the expansion of its TV measurement footprint to Australia, driven by its partnership with Samba TV, a provider of omniscreen advertising data and audience analytics.
The new connected TV (CTV) measurement solution, launched last year in select European markets, has now reached this key market in the Asia-Pacific (APAC) region.
“We are delighted to be extending our TV measurement capabilities to Australia,” said Bill Livek, CEO, Comscore. “As a leader in TV measurement in the U.S., we are in a unique position to harness our valuable data capabilities in partnership with Samba TV and create an unmatched measurement offer – across platforms and around the world.”
Comscore’s cross-platform smart TV measurement capabilities will enable advertisers in Australia to understand how to reach valuable audiences. Clients will be able to evaluate the impact of their advertising and its effectiveness at driving key outcomes. The new capabilities will also allow advertisers to access brand level competitive advertising insights as well as overall category insights, to understand the media landscape in Australia and APAC.
“Australia enjoys the largest per capita digital media spend in the world. As the media landscape and consumption patterns evolve faster than ever, it is imperative to add CTV measurement as a source of truth to the media industry in Australia,” said Samba TV Co-founder and CEO Ashwin Navin. “We are excited to leverage our massive, global scale of smart TV data to augment the capabilities of leading measurement companies like Comscore to address the complexity of today’s media landscape in Australia and APAC.”
As a result of this partnership, notable clients have already commenced new TV measurement projects in Europe and now Australia. Comscore and Samba TV plan to continue expansion into additional regions throughout 2021.