Comscore, MediaScience Enter Research Partnership

Comscore and MediaScience, a provider of scientific, lab-based measurement of consumer interaction with media and advertising, are joining forces to provide “deeper insights on how advertising works in the digital era.”

Through this partnership, Comscore and MediaScience will produce research that addresses how and why cross-platform advertising works, as well as measurement of audience size, behavior, engagement and effect.

Comscore and MediaScience will leverage proprietary capabilities to provide innovative client solutions and a series of industry thought leadership studies to broadly and effectively answer questions that are challenging the media industry.

Comscore and MediaScience will work together on:

• Developing thought leadership about how advertising works across different platforms.
• Creating client-specific solutions, including cross-platform and brand integration research.
• Innovating the measurement of in-room attention and engagement for OTT advertising.

“Comscore is extremely excited to be working closely with MediaScience on innovative studies to establish critical benchmarks of cross-platform success,” said Jeff Boehme, senior vice president of TV research at Comscore. “Comscore’s massive scale of passively-collected audience consumer metrics combined with MediaScience’s global expertise in biometric and neuroscience applications will provide programmers, publishers and advertisers key learnings to enhance their businesses.”

“MediaScience is looking forward to collaborating with Comscore on this initiative, by bringing best-in-class measures that address both the ‘what’ and the ‘why’ across platforms,” said Duane Varan, CEO of MediaScience. “This brings both breadth and depth to the field in unique ways which we believe will see exciting breakthroughs in better understanding the cross-platform landscape.”