Marketing Evolution to Integrate comScore Televison Viewing Information into ROI Brain Optimization Software

    NEW YORK, NY, July 18, 2016 /24-7PressRelease/ -- Television advertising is about to become much more relevant to consumers, and more profitable for marketers. Marketing Evolution, a leading provider of marketing return on investment (ROI) software, has announced it will integrate comScore television viewing information into its award winning big data ROI Brain software.

Ever since Marketing Evolution documented that 37% of advertising dollars are wasted, Marketing Evolution has been chipping away at the billions in ineffective advertising. "The focus has been returning profits to marketers and value back to consumer's for the time they spend exposed to advertisements," observed Rex Briggs, Founder and CEO of Marketing Evolution. Using Marketing Evolution's ROI BrainTM software, marketers are currently able to detect the effectiveness of each advertising message and optimize where to place the message in near real-time. Marketing Evolution achieved message level optimization first in digital media more than a decade ago, and have been on a mission to bring the same level of optimization to every other media. Now, with the incorporation of comScore's television viewing information in its optimizer tool, Marketing Evolution provides marketers with answers to which specific TV messages are right for which consumers on which specific broadcast TV programs. The analysis works on a national level as well as for local and addressable TV. Compared to marketing mix modeling, which many large advertisers use today, Marketing Evolution's approach is significantly more detailed and much faster.

Marketing Evolution estimates that the synergy between comScore's robust television viewing information and Marketing Evolution's other data streams, analytics and decision support optimization software guarantees marketers spending $10 million or more on TV advertising will see at least a million dollars in incremental marketing impact from this specific advancement above and beyond what they get from marketing mix or attribution modeling.

Laura Gross, Vice President of Media and Research for Warner Bros. agrees that the value is significant. "In contrast to mix modeling and attribution modeling, which we've tried, Marketing Evolution is far more actionable," she noted. Warner Bros and Marketing Evolution won the David Ogilvy Award for Big data based on a 26% increase in marketing ROI.

Marketing Evolution's ROI BrainTM software produces models that show customers how their media plans would vary based on different inputs, including reach, frequency, GRPs, total budget, and different message mix. New and existing Marketing Evolution customers began to integrate television viewing information into every facet of the analysis and planning process this month. Briggs explained, "We've combined this broadcast TV optimization with our addressable TV, mobile and digital optimizations - and every other media touchpoint. This helps marketers get the most value out of every dollar invested in video and every other type of advertising. It helps respect consumers time, by getting the most relevant message to them across all the media touchpoints, in a coordinated manner."

The latest partnership with comScore builds on half a dozen new partnerships announced by Marketing Evolution at its customer roundtable, held in New York on May 18th, and announced on its website: http://www.marketingevolution.com/partners. Marketing Evolution was recently named by Big Data Award Winner by the Advertising Research Foundation (The ARF) and ROI measurement partner of record awarded by the Mobile Marketing Association (MMA). The MMA will continue using the ROI Brain to orchestrate optimization of individual elements of mobile alongside the traditional marketing mix in a series of public marketer case studies aimed at helping marketers make the best use of mobile in their marketing mix.

According to Briggs, "We are seeing the demand for our person level optimization in real-time take off. We are adding new customers at a record pace and I am personally excited to see the success our customers, achieve when they use the ROI BrainTM to optimize their marketing investments."

About Marketing Evolution
Marketing Evolution helps marketers increase sales and profits with its omni-channel attribution and media buying SaaS platform. Marketing Evolution's PersonCentricTM analysis is the most broadly independently validated ROI methodology. Marketing Evolution caters to marketers spending $10 million or more a year on advertising, with a shared vision of evoking marketing to be personal, relevant and accountable. Marketing Evolution works with over 100 marketers across over 20 countries globally.

About ComScore
comScore is the cross-platform measurement company that precisely measures audiences, brands and consumer behavior everywhere. comScore completed its merger with Rentrak Corporation in January 2016 to create the new model for a dynamic, cross-platform world. Built on precision and innovation, our unmatched data footprint combines proprietary digital, TV and movie intelligence with vast demographic details to quantify consumers' multiscreen behavior at massive scale. This approach helps media companies monetize their complete audiences and allows marketers to reach these audiences more effectively. With more than 3,200 clients and global footprint in more than 75 countries, comScore is delivering the future of measurement. For more information on comScore, please visit comscore.com.

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