Currency study
CESP continuously monitors Médiamétrie’s Internet Global panel, the currency study for measuring internet audiences in France at the national level. This panel was set up to deliver internet audience figures for three screens (computer, smartphone and tablet). It allows for daily measurements of internet user habits, affording an additional new multi-screen source of data.
Ad hoc Audits
VALIDATED CAMPAIGN ESSENTIALS (vCE)
CESP has audited ComScore’s vCE tool, a solution for verifying the rolling out of digital campaigns and optimising the targeting of ad impressions. The aim of this audit was to understand the methodology deployed by comScore and to evaluate the quality of the various data sources and the robustness of the various models used.
CESP has audited the audience measurement solution used by Nielsen for DAR online campaigns, which is commercialised in France by Médiamétrie. The aim of the audit was to offer a transparent insight into the methodology employed by Nielsen.
DIGITAL AD RATINGS (DAR)
MULTI SOURCE STATISTICS
The monitoring of competitors’ advertising is a tool used in the industry to ascertain what campaigns have been rolled out over what periods and on which platforms and to quantify insertions (volume) and estimate gross financial outlay (value), generally on the basis of data on the media rates charged.
The impact of digitalisation on media usage and hence on the definition and measurement of audiences has radically shaken up the industry. The channels of access to content have diversified and these days all platforms and means of access need to be taken into account. The digitalisation of advertising has also opened up new avenues of media planning since advertising can now be targeted more effectively.
The scope of CESP’s activities has therefore widened to encompass new areas such as auditing real-time media planning optimisation tools for internet advertising campaigns such as comScore’s vCE and Nielsen’s DAR, which is commercialised in France by Médiamétrie.
Comscore MMX