Google Ad Alliance With comScore Could Help Move Cash From TV To Digital

The companies say that they’ll offer comScore‘s validated Campaign Essentials (or vCE) to buyers who use Google‘s DoubleClick ad platform — providing advertisers with real-time data showing how well their digital sales pitches are working so they can quickly adjust messages that aren’t hitting the mark. That could appeal to brand managers who’ve been skittish about the medium as they continue to spend on television and other tried-and-true ad outlets. “It allows us to radically simplify digital media buying for the industry, while enhancing quality and accountability,” says comScore President Serge Matta. “This directly addresses many of the everyday challenges that prevent our clients from investing further in digital.” The initiative will begin in the U.S. this year for video and desktop display ads; they plan to add mobile and cross-platform later. Once rolled out, Google and comScore say that they’ll ask the Media Rating Council to accredit the service. Clients will be able to see “industry trusted, neutral data that’s directly comparable to TV and other traditional media,” the companies say. The speed and ease of use make this “a tipping point for brand advertising in the digital realm,” says Starcom MediaVest’s Global Digital, Data & Analytics President Lisa Weinstein. Advertisers spent about $43B on the Internet last year, an 18% increase vs 2012, Needham analyst Laura Martin estimates. But online media still salivate over the $75B that she says went to TV. 

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