What Happened
Viacom has reached a new multi-year deal with comScore to leverage the latter’s vast data on digital audiences to help advertisers target specific audiences across the various Viacom properties. Last year, comScore merged with TV audience measurement firm Rentrak to better compete with Nielsen. With this new deal, marketers are able to access the audience data from comScore via Viacom’s Vantage platform, and use it to target and track audiences across linear TV, digital, and VOD services within Viacom’s media network.
What Brands Need To Do
As digital and OTT distribution channels continue to grow, consumers’ TV and video consumption is increasingly fragmented. Therefore, brand advertisers should embrace the new data-driven tools Viacom offers to better measure and serve content and ads across multiple devices and channels.
To read more on how brands can reach shoppers on OTT platforms with shopping apps and branded content, please check out the Appified TV section in our Outlook 2016.
Source: AdWeek
