Business
Comscore Releases New Advanced Segmentation Data for Digital Audiences in Canada
Following the launch of Plan Metrix Multi-Platform in December 2018, new data from Comscore and Vividata provides advertisers ability to identify and reach
About this update from Comscore, Inc.
[{"type":"text","content":"Following the launch of Plan Metrix Multi-Platform in December 2018, new data from Comscore and Vividata provides advertisers ability to identify and reach online consumers based on their interests, attitudes and behaviors \n TORONTO, April 4, 2019 /PRNewswire/ -- Comscore, a trusted partner for planning, transacting and evaluating digital media across platforms, today released new data from Plan Metrix® Multi-Platform Powered by Vividata, the psychographic digital segmentation tool. Launched in Canada in December of 2018, Comscore Plan Metrix Multi-Platform combines consumers' desktop and mobile behaviour with detailed information about their lifestyles, interests, attitudes, demographics and behaviors from Vividata's survey data for a unified digital view. \n\n \n\"We are excited about the early client participation and industry excitement with Plan Metrix Multi-Platform. This reinforces our beliefs that there has been a gap in Canada for robust, person-centric data sets that are better aligned with how digital media is analyzed and planned today,\" said Bryan Segal, senior vice president, commercial, Comscore. \"We are looking forward to serving the industry and helping our clients deliver against these new data and insights with this innovative partnership.\"\nA first for the Canadian marketplace, the new data from Plan Metrix Multi-Platform provides the following benefits to buyers and sellers of media: \nGenerate stronger media plans, identify advanced audience segments, and reach consumers across different platforms Achieve better ROI by creating segments based on nearly 20,000 attributes Demonstrate the value of a platform's audiences and competitive comparisons through a deep understanding of the total media consumption, attitudes and interest of their audience Media buyers and sellers can combine a wide array of behaviour and lifestyle categories to create richer custom segments in different industries, including retail, travel, automotive, media, real estate, lifestyle, finance and household products. An online lifestyle publisher, for example, can demonstrate how their properties over index for certain attractive target groups such as expectant mothers, food lovers or cosmetics shoppers. Inversely, a media buyer for a baby formula brand can gain insight into expectant mothers' online behaviors to better optimize adve...