Calkins Digital says it’s working with comScore to streamline the integration of verified third-party audience measurement data on emerging OTT platforms, a critical step in the process of local media owners’ monetization of their content and audience across their digital platforms. Specifically, comScore local television data will be integrated into Calkins Digital ‘s OTT and mobile app suite. The integration of third-party data will provide joint Calkins Digital and comScore clients with greater efficiency when it comes to measuring digital video on OTT platforms.
“As audiences continue to migrate towards streaming video, local content providers and advertisers need a dependable, credible way to understand OTT performance,” said Yancey Douris, Director of Business Intelligence, Calkins Digital. “Understanding these expanded local audiences through the use of comScore data is paramount.”
comScore’s local TV data, in combination with their worldwide leadership in digital measurement, will provide Calkins Digital clients with comprehensive cross-platform measurement. With this data, media owners, agencies and marketers can better understand the totality of their audiences, and how those audiences use various content platforms both today and in the future.
“comScore Local is delighted to work with the Calkins Digital team to expand our digital measurement services across the fast-growing local OTT segment of the marketplace,” said Steve Walsh, Executive VP, comScore Local. “We know Calkins Digital well and appreciate their market leadership from their days as a station ownership group, and now in their new and exciting role as a provider of OTT services to local stations.”
Calkins Digital and comScore have already teamed with a mutual partner, Graham Media Group’s KSAT San Antonio, on their San Antonio TV-branded news apps on Roku, Amazon Fire TV and Apple TV devices. Calkins Digital incorporated comScore measurement into KSAT’s OTT apps in order to provide the client with comprehensive digital video measurement.
“We believe that this collaboration will move the industry to very meaningful monetization of this new distribution platform,” said Calkins Chief Digital Officer Guy Tasaka. “We're very excited to work with the comScore team as we share a common vision and end goal."