Exploring Consumers’ Online and Offline Behaviours through Project Footprint Research Helps Advertisers to Better Understand the Full Impact of Online Advertising
LONDON, UK, 19 May, 2016 – Comscore, Inc. (NASDAQ: SCOR) announced that they have been selected as the winner of the 2016 IAB Europe Research Award for Research and Data Innovation on their recent study with News UK and Keller Fay. The award-winning entry “Project Footprint – Exploring Consumers’ Online and Offline Behaviours” was selected at the IAB Europe Interact Congress in Lisbon for identifying an innovative approach to understanding the impact of advertising on consumer behaviour. The in-depth analysis of Project Footprint not only demonstrated the power and influence of news brands in a rapidly changing media landscape, but also delivered significant benefits to News UK by increasing advertising impact, expanding commercial opportunities and garnering industry recognition.
“Comscore is proud to have partnered with News UK and Keller Fay on this ground breaking research, and is truly honoured to be recognised by IAB Europe for the innovation we have delivered to holistically understand the effects of advertising,” said Stuart Wilkinson, Head of Industry Relations EMEA at Comscore. “The more evidence we can provide to advertisers and media buyers about the return on investment from brand advertising in engaging environments, the faster we can move away from simplistic, flawed models like final click attribution.”
Comscore and News UK were selected as the winner for one of eight categories by the IAB Europe Research Awards Jury; chosen from a total of 140 cases submitted across 15 markets. Project Footprint not only won IAB Europe’s Research and Data Innovation award, but also won this year’s Best Custom Research Project and the prestigious Grand Prix at the 2016 Mediatel Media Research Awards.
Project Footprint research was based on the recruitment of 70 multi-platform subscribers to The Times, who downloaded Comscore meters on each of their digital devices to capture online behaviours and purchases whilst their offline behaviour and conversations were captured using a bespoke diary app created by Keller Fay. By observing the multi-platform audience through a combination of offline and online measurement, Comscore and Keller Fay were able to quantify the holistic impact that ad exposure has on their audience for The Times brand.
“This research has generated significant interest in the marketplace whilst also opening the door to numerous commercial opportunities, resulting in a direct impact on our business. We are pleased to see that through strong collaboration and methodology with our partners at Comscore, this study has been recognised by IAB Europe for Research and Data Innovation.” – Sean Adams, Head of Insight, Commercial, News UK
“Congratulations to Comscore and News UK for winning this year’s IAB Europe Research Award for best Research & Data Innovation. As the measurement for advertising continues to evolve, understanding the full impact and interactions of consumer behaviour on both online and offline channels are becoming increasingly important when evaluating media investment. Their combined effort and innovative approach to research excellence continues to be valued in the industry.” – Alison Fennah, Executive Business Advisor at IAB Europe
About ComscoreComscore (NASDAQ: SCOR) is a leading cross-platform measurement company that precisely measures audiences, brands and consumer behavior everywhere. Comscore completed its merger with Rentrak Corporation in January 2016 to create the new model for a dynamic, cross-platform world. Built on precision and innovation, our unmatched data footprint combines proprietary digital, TV and movie intelligence with vast demographic details to quantify consumers' multiscreen behavior at massive scale. This approach helps media companies monetize their complete audiences and allows marketers to reach these audiences more effectively. With more than 3,200 clients and global footprint in more than 75 countries, Comscore is delivering the future of measurement. For more information on Comscore, please visit www.comscore.com
Contact:Ana Laura ZainSr. Manager, Corporate Marketing, EMEAComscore, Inc.+44 20 3111 1730worldpress@comscore.com
Knowing the impact of advertising on consumers’ behaviour – and being able to demonstrate this – is critically important when evaluating the full effect of online advertising....