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Comscore Announces New Agreement with Anzu for Mobile In-Game Audience Measurement of Display and Video
Liz Unamo| 23 de noviembre de 2020
Anzu Comscore
Comscore , a trusted partner for planning, transacting, and evaluating media across platforms, today announced a new agreement to provide Anzu, the world’s in-game advertising leader, with Comscore’s industry-leading Validated Campaign Essentials and Comscore Brand Survey Lift solutions for mobile campaigns.The gaming market is bigger than the music and film industries combined, with a worldwide audience topping 3 billion people who are projected to spend nearly $175 billion in 2020. With this scope and potential, brand advertisers have started to consider in-game advertising as part of their multi-pronged advertising strategy, which means that third-party measurement and benchmarking is more relevant than ever. Anzu unlocks the diverse, hard-to-reach gaming audiences to brands by seamlessly blending real-world ads into games in a non-intrusive way that respects the gamer experience. With the partnership between Anzu and Comscore, advertisers will be able to measure their in-game advertising campaigns in real time and evaluate the impact of the campaigns on their brands. These valuable insights will give advertisers the confidence to tap into in-game advertising. “We are thrilled to collaborate with Comscore, a pioneer in the field and a trusted partner for top-tier advertising brands” says Itamar Benedy, CEO and Co-Founder, Anzu. “As gaming has taken off, advertisers are seeing its potential as a media channel. I’m happy to expand Comscore’s footprint across the in-game space as, together, we empower advertisers to make informed decisions and measure the value of this relatively new and fast-growing channel.”
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