Like many Spectrum Reach advertisers, Pinnacle Advertising’s experience with fragmentation across screens, plus the convergence of both digital and linear, required a measurement solution that would unify audiences across platforms.
According to Regional Strategy Director, Pinnacle Advertising and Marketing Group Kevin Micklo, “We know that no measurement is perfect, but our frustration had peaked with the traditional panel-based measurements, driving Pinnacle to make the switch from ratings points to impressions with Comscore as the provider.”
Measurement Accuracy: Comscore's electronic data collection offers more reliable results than traditional panel-based approaches and eliminates biases
“With traditional panel-based measurement, you can have three thousand homes in a market providing data. With Comscore, it can be thirty thousand or 10X the traditional sample. That's a humongous difference in sample size that directly impacts the accuracy of reporting.” – Kevin Micklo
Currency Transition: Impressions-based buying adapts to today's multiscreen viewers and media buyers, while integrating additional data sources for better decision-making.
“The traditional panel-based measurement provider also made unifying impressions difficult. We had to do extra work on estimating and converting ratings to impressions.” – Kevin Micklo
Pinnacle's Regional Director of Media Buying Melanie Vogler agreed, “We needed more granular audience measurement capabilities included in standard reporting, like auto intenders and the ability to integrate S&P Global auto registration data for a small fee.”
The Results
Comscore Delivered Greater Accuracy
Pinnacle Advertising enjoyed three significant benefits:
“Using Comscore data directionally for targeting has helped us tap into higher concentrations of the right audience.” – Melanie Vogler
“There are a lot of additional tools that were made available to us, in terms of the transition to impressions, that were included in our Comscore agreement that improve planning and buying decision-making for more accurate results. We can view every market throughout the country and nationally down to what is in the garage or what they’re looking to buy." - Kevin Micklo
“While every impression can be very different, the opportunity to aggregate impressions across media platforms in a similar way is essential today.” – Kevin Micklo