Written by: Roshan Dwivedi
comScore has come up with its expanded activation solution to incorporate console gaming and over-the-top (OTT) audience segments, including subscription video on demand (SVOD). The 21 new segments will help OTT marketers and media companies effectively target consumers with customized messages based on their streaming, console gaming, and consumption of OTT services etc.
The new segments diversify comScore Activation, a solution suite that helps clients in building rich targeting profiles based on demographics and cross-platform behaviors.
Dan Hess, Chief Product Officer, comScore, quoted, “With more than 58 million homes viewing an average of 59 hours of OTT content each month, it has become a greater challenge for media buyers and sellers to engage this growing audience. We’ve combined insights from across our extensive cross-platform footprint to develop these new segments, which enable our clients to reach these viewers through other content they consume.”