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Comscore hires Captive to measure DOOH engagement

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August 6, 2021

Comscore, a company specializing in planning, transacting and evaluating media, has signed an agreement with Captivate, a location-based digital video network, to provide reporting from Comscore's DOOH solution, according to a company press release.

The reporting includes digital ad impressions, reach, and frequency by market and demographic.

With 25 years in digital place-based media, Captivate has expanded to more than 35,000 video screens across office, residential, golf, ski and ridesharing venues.

Initially, Comscore will be providing Captivate with audience measurement across six of its networks, including in the U.S., elevators and lobbies; Canadian office elevators and lobbies; U.S. residential buildings; and U.S. golf clubs.

"Quality data and measurement have been a core focus for Captivate since its inception," Scott Marden, Captivate CMO and DPAA Standards and Research Committee chairperson, said in the release. "Over the past several months, I along with a team of researchers within the DPAA have assessed the measurement needs of each individual network as well as the industry as a whole. That process was instrumental in confidently partnering with Comscore to meet the measurement needs of our advertising partners and continuing to transparently report on our audience."

"We are thrilled to begin working with Captivate to advance their understanding of their premium audience," Gary Warech, EVP, Comscore, said in the release. "With some of the most desirable DOOH inventory across commercial, residential and recreational footprints, Captivate is one of the leaders in the digital signage space and we are looking forward to delivering value for the benefit of their clients."

As part of its focus on the future of DOOH measurement, Comscore is developing solutions to measure traditional outdoor platforms such as roadside billboards, street furniture, and place-based advertising, designed to reach consumers in retail spaces, business and medical offices, entertainment venues, transportation hubs and cinema.

Comscore, founded in 1999, is based in Reston, Virginia. Captive, established in 1997, is headquartered in New York City with offices in Los Angeles, Toronto, Boston and Chicago.