American media measurement Comscore has partnered live gaming streaming platform Twitch to enhance its digital audience solutions by adding tagless audience, including gaming and esports insights, reporting of Twitch livestreaming. This will provide a complete and unduplicated view into digital consumption behaviours.
According to a press release, the partnership entails making third-party data and insights into Twitch's audiences in the United States and Canada available. This will enable advertisers to have a better understanding of Twitch livestreaming video consumption habits, engage directly with key audience segments and make more informed decisions for their campaigns.
Additionally, Comscore is working to expand the partnership with Twitch to other areas, such as the launch of additional markets and features such as category and genre-level reporting. The release added that the integration of Twitch video metrics, such as minutes spent and content minutes per ad minute, allows Comscore to measure and represent a key part of the livestreaming, gaming and esports industry. Comscore provides clients with a total view of consumer digital video consumption across desktops, smartphones, tablets and more. Marketing has reached out for additional information of its plans in Southeast Asia.
Carol Hinnant, chief revenue officer of Comscore said the partnership is in line with its dedication to innovate audience measurement and across screens. "In a time where gaming and esports are gaining momentum, our partnership will ensure the industry can understand consumption and take advantage of trends in this space," Hinnant added.
Closer to home last year, Comscore launched a new video metrix multi platform in Malaysia, which offers the ability to assess the amount of video consumption across all technological devices. The new platform will enable clients to measure total and unduplicated media viewership across all smart devices and desktops; acquire a well-rounded picture of the type of audience viewers to strategise in the making of video content; and attain a deeper understanding of varying engagement in video content across each technological platform.