The Print Observer – Newspaper & Magazine Advertising Insights

The
service claims to tackle the problem of accurately accounting for ad
delivery against intended targets and measuring the resulting brand and
sales lifts on audiences exposed to the campaign. comScore says the
digital media industry ‘has come to understand that the click is not a
relevant metric of advertising performance’ and that the new service
reflects a growing preference for variables such as brand awareness,
online site visitation, trademark search and lift in online and offline
sales.

AdEffx boasts a ‘unified person-centric audience measurement
platform’, contrasted with cookie-based measurements which the firm has
denigrated in recent announcements, challenging their accuracy in white
papers and press comments.

The suite currently includes five core services: Campaign
Essentials, measuring the actual delivery of every campaign including
reach, frequency, GRPs / TRPs and demographics; Action Lift, linking
changes in behaviour to viewing of ads; Brand Survey Lift, tracking ‘the
lift in consumer attitudes and intentions’ following ad exposure;
Online Sales Lift; and Offline Sales Lift.

Anne Hunter, the company’s VP of Ad Effectiveness, comments: ‘Other
digital ad effectiveness solutions tend to see each client’s campaign as
a nail because their only available tool is a hammer. We understand
that clients want media accountability and optimized performance, and
only comScore AdEffx provides the ability to measure what matters using
an integrated measurement platform based on the high quality media
planning methods clients have come to trust from comScore.’