Building cross media measurement
The distinction between TV and Digital is increasingly blurred. As a result, agencies and media owners need a clear view of total behaviour that focuses on the consumer, not just on one particular media. Only this total view of the consumer will allow the market to discern the true value of the media mix in order to plan and execute most effectively in this complex landscape. To tackle this challenge, Comscore and Kantar entered into a strategic alliance earlier this year to bring together the skills and resources of these two global companies to address this need. This presentation reviews the theory behind the alliance with a look at how this partnership is playing out in action in Spain.