Marketers will be able to use comScore vCE metrics to see how their campaigns are faring across Yahoo's ad networks, the companies revealed Monday at Yahoo's NewFronts event in New York. They will offer real-time global metrics for video, display and mobile ad campaigns served by Yahoo, and the numbers are designed to be comparable to TV's gross-ratings points.
"ComScore has worked closely with Yahoo on a number of fronts for a very long time, but this partnership was a natural fit because there are so many advertisers and agencies who rely on our respective metrics and ad-serving infrastructure for the planning, buying and evaluation of digital campaigns," comScore spokesperson Andrew Lipsman told Adweek after the presentation. "Together, we can deliver brands the metrics they need to evaluate and optimize their digital campaigns seamlessly within their workflow."
Lipsman added that comScore hopes the measurements can help clarify the murky online world, where it's often difficult to judge reach and impact for advertisers.
Yahoo also announced Yahoo Splash Ads, which are video and display units designed to work in a native fashion on the Web company's properties. The development builds on Yahoo's Motion Ads that were released in recent weeks.
"The idea of native has certainly been a growing trend across our industry," Yahoo chief Marissa Mayer said at the NewFronts presentation. "Advertising should be every bit as good as the content itself. It should be organized and feel natural. The advertisement should enhance the experience."
Planters tested out the Splash platform for its Power of the Peanut campaign. The brand's video and display ads combined to increase search lift around the product by 669 percent, compared to 191 percent for video alone, per Yahoo. In-store sales impact increased 4 percent thanks to the combo ads, equaling a $45 sales impact per thousand impressions, according to Yahoo. All told, it was 80 percent higher than the average performance, the Sunnyvale, Calif.-based company said.
In addition, Ned Brody, Yahoo's head of the Americas, explained to Adweek that the company has put software in two million television sets to learn more about consumer habits. People with the TVs send data about the shows and commercials they watch, which can help inform targeted digital ads.
Brody said that Yahoo's research has shown that TV-plus-digital-advertising is four times as effective than television spots alone.
"The fragmentation of the media landscape means brands are forced to buy individual buys from vendors that are a one-trick pony," he proclaimed. "Because we have search, video, mobile, programmatic and display, we're able to make those things to work better than anyone else in the market."