Agreement provides Canvas with content studies using Comscore Branded Content
Comscore, a trusted partner for planning, transacting and evaluating media across platforms, announced a partnership with Canvas Worldwide, the world’s second largest independent media agency, to provide Branded Content™ measurement as their preferred branded content partner. Initially launching with six Branded Content integrations, the agreement provides Canvas with studies using Comscore’s sophisticated Branded Content to track integrations with publisher partners and better quantify the value of the brands’ holistic messaging.
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This partnership comes as the advertising industry undergoes seismic changes as a result of the COVID-19 pandemic. As campaigns shift away from being product-centered, focusing instead on purpose-driven messaging, Comscore Branded Content is uniquely positioned to measure what truly matters and provide the most thorough branded content measurement in the market.
“As we continuously adapt to the changing advertising ecosystem, especially during this pandemic, content integrations have become an important and prevalent forum to enhance and emote a brand’s core messaging. It is critical that we provide our clients with a granular understanding into the effectiveness of these integrations, and with Comscore we’ve found a consistent, holistic and standardized measurement solution to fuel smarter, more powerful branded content.” said Kristi Lind, Chief Client Officer, Canvas.
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“We are thrilled to be the preferred branded content provider for Canvas Worldwide,” said Carol Hinnant, Chief Revenue Officer, Comscore. “Our massive scale and ability to provide a 360-degree view of creative executions delivers granular insights to power more thoughtful and effective branded content integrations.”
Comscore Branded Content analyzes the effect of brand integrations across all platforms and content types to help quantify the value of branded content, sponsorships and promotional campaigns. By combining second-by-second viewing insights, brand exposure analytics, social media listening and consumer behavior intelligence, Comscore effectively delivers a complete view of the total audience and dollar value of an integration.
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