Digital measurement powerhouse comScore has released a shortlist of major brands that have signed on for its validated Campaign Essentials (vCE) for measurement of their online ad campaigns.
The new round of brands will use vCE to validate whether the ads in their campaigns were delivered in-view, in the right geography, in a brand safe environment, and absent of fraudulent delivery, as well as whether or not the ads were delivered to the right target audience.
comScore has conducted more than 2,600 studies worldwide since launching Campaign Essentials in 2009, including vCE studies across 28 countries since the product’s introduction in January 2012. comScore just four weeks ago released its U.S.-based vCE Charter Study involving online advertising campaigns for 12 premium national advertisers, including Allstate, Chrysler, Discover, E-Trade, General Mills and Sprint, among others. comScore announced the Validated Campaign Essentials (vCE) offering in January, and signed on Forbes.com as a client in late March. The charter study found that, in many cases, a large portion of ad impressions are not delivered according to plan, influenced by site, placement, creative and targeting strategy.
In Europe, vCE is being used by advertisers such as Kellogg’s, Kimberly-Clark, Jaguar, Nivea, O2, and Procter & Gamble. comScore’s roster of U.S. brands running vCE include those listed above, plus Ford, Kimberly-Kraft, Sprint and Microsoft (among others).
The vCE service uses the TV-like gross rating point (GRP), which “Must be truly cross-media comparable if digital is ever going to effectively compete with TV for ad dollars,” said Linda Abraham, comScore co-founder. “While viewability is indeed a critical component of campaign delivery and management, what sets vCE apart is its ability to validate delivery across all key measures of ad delivery, including viewability, geography, brand safety and fraud.”
Clive Sirkin, Senior Marketing Officer at Kimberly-Clark observes that “Viewability is undoubtedly an important piece of the ad delivery equation…also validation of geographic delivery, fraud and brand safety. Having an unduplicated count of ad delivery across all of these dimensions is essential for brands who want to accurately account for their campaigns and get a better measure of campaign effectiveness.”
Kellogg’s has tripled its European digital marketing spend over the past few years, and “One of the key factors justifying this shift is the ability of online to measure every impression,” said Matt Pritchard, European Digital Director. “Our aim is to make sure media plans deliver the intended brand impact and vCE gives us the visibility we need to achieve this.”