Television viewing has become fragmented. Along with traditional or linear TV, technology has provided viewers with the convenience of time-shifted and streaming TV content available on laptops, tablets, and smartphones. As a result, accurately targeting specific audiences has become more difficult, and rating points have become less effective at measuring the success of a campaign or providing future insights.
That’s where Impressions-Based Buying comes in. Impressions-Based Buying gives advertisers a more thorough, detailed view of audiences, for smarter and cost-effective media planning and buying. It also allows for better audience estimates and faster, more accurate post-performance that reflects how viewers are watching.
Explore two use cases that demonstrate the power, accuracy, and effectiveness of Impressions-Based Buying—and learn how Spectrum Reach helped these advertisers adapt to a new currency with Comscore, their preferred provider.
USE CASE #1
The Benefits of Impressions-Based Buying
Rich Thomas, Vice President and General Manager of All Media Design Group, discusses how an impressions-based buying strategy and Comscore audience measurement improved media effectiveness versus traditional panel-based ratings.
USE CASE #2
Comscore and Impressions-Based Buying—Parallel Decisions that Improve Campaign Accuracy and Effectiveness
Learn how Chicago’s Pinnacle Advertising and Marketing Group transitioned from traditional panel-based measurement and TRPs (Total Rating Points) to Comscore and impressions-based measurement, delivering precise targeting and better reporting.