Comscore Introduces Comscore Consumer Intelligence for Local Markets
New offering connects near real-time shopping behavior to local market media consumption, enabling media, advertisers and agencies to optimize local advertising campaigns
Comscore, a trusted partner for planning, transacting and evaluating media across platforms, and Consumer Orbit, a consumer science company and a leading aggregator of privacy compliant, consumer behavior-based information, announced the launch of Comscore Consumer Intelligence, a game-changing resource created for local market ad sellers, ad agencies and advertisers to thrive in a new age of local market advertising.
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Comscore Consumer Intelligence unites the massive, census-representative information of Comscore with the consumer shopping behavioral information of Consumer Orbit to connect consumers’ near real-time shopping behavior and shopping transactions at local retail establishments, to the media they consume at the local market level.
This new solution solves for long-standing limitations in local media sales, which have traditionally relied on audience descriptors created in the 1960s and geographic characterizations that were invented in the early 1970s. Digital advertising, mobile advertising, over-the-top and local market digital publishers have totally upended that model, resulting in the need for more sophisticated tools than what has been available to date in the marketplace.
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“Comscore Consumer Intelligence is a groundbreaking product that delivers on the needs of a new ecosystem and builds upon our industry-leading Comscore Advanced Audiences to significantly increase the range of shopping categories and brands that we report at the local market level, with the immediacy and relevancy required by advertisers to truly optimize local campaigns,” said David Algranati, Chief Product Officer, Comscore.
