The merger between measurement and research giants ComScore and Rentrak is now complete. In the race to measure the multiscreen video world, this is a major event. The new ComScore will operate in over 75 counties, the company said. In the U.S. alone it will measure activity on over 260 million desktops, 160 phones, 95 million tablets, 40 million TVs, 40 million movie screens, and 120 million video-on-demand screens of various shapes, sizes, and platforms.
The future is about massive data, ComScore said, not small sample groups. That way marketers can drill down into fragmented niche audiences and make quick decisions about what steps to take next.
“The new ComScore will use massive data scale to establish new currencies for understanding consumers’ multiscreen behavior, and provide a precise, innovation-led understanding of audiences, brands, and consumer behavior around the world,” the company said in a statement.
The merger took place so that ComScore can create the comprehensive cross-platform measurement tool that brands have been clamoring for. That tool is the Total Home Panel, which will measure activity on all the connected devices in the average home. Look for it to debut sometime this year with a presence in 25,000 to 50,000 U.S. homes. ComScore should hurry, as Nielsen debuted its Total Audience Measurement system in December.
For video marketers, this merger isn’t about measurement, but about insight. Getting an avalanche of data is no use if it doesn’t lead to better decisions.
“Digital advertising is finally evolving past its maturation stage. We’ve come far as an industry that was once focused on incremental advances in delivery and creative to one that focuses on solving the issues that matter most to marketers, and today, that is delivering insights,” says Ariane Gut, Tremor Video’s vice president and head of insights and analytics, addressing the merger. “This is a perfect way to go beyond just accumulating data to fostering a more insights-driven approach to advertising that takes into account the cross-platform nature of video and today’s content consumption habits of consumers. How else can you determine success if you can’t measure your campaigns accurately? This is a win both for the industry and for marketers.”
For more on the merger and what it means for cross-platform measurement, watch this interview with Bill Livek, CEO of Rentrak (used with permission of Beet.tv).