Unlike the more commonly used ‘last exposure’ approach, which attributes all of the branding effect to the publisher or creative associated with a survey research respondent’s last exposure to the ad prior to taking the survey, the comScore model accounts for all of a respondent’s exposures to ads across all publishers, including those that occur prior to and following the survey experience. This approach means that lift results reflect the composite effects of the entire campaign rather than a survey-only view. Being able to capture this complete view of ad exposures allows for proper attribution by publisher and advertising creative as well as accurate, holistic campaign measurement.
How comScore’s Smart Lift Attribution Model Works
The Smart Lift Attribution Model works by relating the probability of achieving a particular performance criterion – for example, ad awareness, brand preference or likelihood to purchase – as a function of advertising exposures delivered by each variable, such as by publisher or creative. It controls for the effects of key respondent attributes, such as age, gender, income, usage pattern and consumer segment, to ensure such variables do not bias the results. comScore is uniquely able to assess the composite impact of all exposures to advertising because it incorporates survey results, the census measurement of all ad impressions and data from the comScore panel to provide representative demographics of the campaign viewers rather than just the survey takers. Ultimately this model provides a more realistic and complete view of the branding effect of digital campaigns, offering a much-needed solution for the digital advertising industry seeking granular, actionable insight into the individual effects of specific publishers and advertising creative.
Industry Leaders Support New Attribution Model
"The correct attribution of the effects of online advertising has been a passion of mine since I launched the first attribution models at the Atlas Institute five years ago. The current standard of associating conversions to the last ad clicked or viewed creates a myopic view of campaigns because consumers are exposed to a variety of ads, across channels and over extended periods of time. Conversion attribution models that go beyond the last ad have advanced over the years, but they largely focus on direct response metrics such as sales, leads, and registrations. comScore’s Smart Lift Attribution is the first to bring the science of attribution to brand measurement. This is a major step forward for the industry."
- Young Bean Song
"comScore’s Smart Lift Attribution Model might just be the major game changer the industry has needed in the war against the ‘last click’ mindset. When a company as trusted as comScore enters a measurement conversation, people listen. This new tool will provide marketers with a level of transparency into their campaigns that most haven’t been able to reach until now."
- Josh Dreller
"While this may not spell the end of ‘last-click’ attribution, it will certainly give brand-focused marketers a robust alternative to accurately assess and properly attribute the success of their digital campaigns. This is a much-needed measurement system and an exciting innovation for the digital marketing industry."
- Joe Plummer Columbia University
For more information, please visit the comScore Voices blog: www.comscore.com/SMART
You can also request additional information by visiting the following link: http://www2.comscore.com/Contact_Smart
Cautionary Note Regarding Forward-Looking Statements
This release contains forward-looking statements within the meaning of Section 27A of the Securities Act of 1933 and Section 21E of the Securities Exchange Act of 1934, including, but not limited to, expectations regarding the impact and benefits to comScore of the comScore Smart Lift Attribution Model™, financial or otherwise. These statements involve risks and uncertainties that could cause our actual results to differ materially, including, but not limited to: the features and characteristics of the products, the rate of development of the digital marketing intelligence, Internet advertising and e-Commerce markets; the growth of the Internet as a medium for commerce, content, advertising and communications; and the acceptance of new products and methodologies by the industry, including existing and prospective clients.
Stockholders of comScore are cautioned not to place undue reliance on forward-looking statements, which speak only as of the date such statements are made. comScore does not undertake any obligation to publicly update any forward-looking statements to reflect events, circumstances or new information after the date of this press release, or to reflect the occurrence of unanticipated events.
SOURCE comScore, Inc.