Dentsu becomes first media agency network to partner with Comscore to advance beyond age/gender-based currencies in local TV
Comscore, Inc. (Nasdaq: SCOR), today announced a partnership with dentsu enabling the agency network to shift local TV buying to a Comscore-based currency, which supports transactions on advanced audiences in all 210 local markets.
As a driver of what’s next in media, dentsu will be the first agency network to place buys in local markets using advanced audiences across its three US media agencies, Carat, dentsu X, and iProspect, adding a new addressable solution to the agency network’s toolkit. The move signals a significant shift for the local media industry as it seeks to utilize the same data-driven techniques that have been long employed by national buyers.
Comscore and dentsu will conduct test buys on behalf of two clients in top 10 local markets based on impressions delivered to advanced audiences built in dentsu’s proprietary audience-building platform M1, with buys planned to go live in early 2023. The partnership will expand to additional markets throughout next year. All major broadcast stations in the markets and local cable inventory will also participate in these buys.
“At dentsu we pride ourselves on knowing people better than anyone else and have been at the forefront of unlocking new ways to create addressable, audience-first solutions across media environments. For too long, our local TV buyers have been unable to reap the benefits of advances in data driven buying,” said Jennifer Hungerbuhler, EVP, Local & Audio Investment, dentsu Media US. “As we look to what’s next in media, the scale and stability of Comscore’s local TV dataset, coupled with the power of dentsu’s M1 audience intelligence platform, enable new opportunities for us to precisely transact on the audiences that matter most to our clients and drive value in every market.”
This partnership follows a previous statement in which the companies announced that they were expanding their long standing partnership and adding the ability to utilize dentsu’s M1 advanced audiences within Comscore’s local planning and buying datasets. It also represents the culmination of a two year proof of concept phase led by Comscore’s agency and brand leadership team helmed by Kathryn Roganti, Senior Vice President Commercial at Comscore, and Karine McMaster, VP, Advanced Media, Local Investment at dentsu Media US.
“Comscore has a long history of innovating the way media is bought and sold, and we are proud to partner with dentsu as they break new ground in the local media industry,” said Carol Hinnant, Chief Revenue Officer, Comscore. “This test will demonstrate that advancements in how local media is transacted are not only possible but necessary.”
To learn more about Comscore’s video currency, visit: https://www.comscore.com/Products/Television/Local-TV-Measurement
About dentsu International
Part of Dentsu Group, Dentsu International is a network designed for what’s next, helping clients predict and plan for disruptive future opportunities and create new paths to growth in the sustainable economy. Dentsu delivers people-focused solutions and services to drive better business and societal outcomes. This is delivered through five global leadership brands - Carat, Dentsu Creative, dentsu X, iProspect and Merkle, each with deep specialisms.
Dentsu International’s radically collaborative team of diverse creators unifies people, clients and capabilities through horizontal creativity to help clients create culture, change society, and invent the future.
Powered by 100% renewable energy, Dentsu International operates in over 145 markets worldwide with more than 46,000 dedicated specialists, and partners with 95 of the top 100 global advertisers. www.dentsu.com
Comscore (NASDAQ: SCOR) is a trusted partner for planning, transacting and evaluating media across platforms. With a data footprint that combines digital, linear TV, over-the-top and theatrical viewership intelligence with advanced audience insights, Comscore allows media buyers and sellers to quantify their multiscreen behavior and make business decisions with confidence. A proven leader in measuring digital and TV audiences and advertising at scale, Comscore is the industry’s emerging, third-party source for reliable and comprehensive cross-platform measurement. To learn more about Comscore, visit www.comscore.com