Comscore has announced the launch of Movie Lift. Developed in partnership with location data and analytics firm PlaceIQ, the solution is designed to help media buyers and sellers better attribute the impact of TV, desktop and mobile marketing campaigns on driving consumers to the movies.
Movie Lift combines Comscore's movies, TV and digital data footprint with PlaceIQ's theatre location intelligence to help clients understand which creatives, media placements, and media partners are most effective in driving audiences to the movies.
"Movie Lift addresses a consistent need we've heard from marketers: by understanding and best addressing moviegoing audiences' visitation to theaters, they can maximize the impact of their significant investments," said Nadya Kohl, EVP business development and Marketing at PlaceIQ. "PlaceIQ is proud to have collaborated in the development of this product, and further expand our strong and long-standing partnership with Comscore."
Movie Lift expands on Comscore's existing relationship with PlaceIQ, which dates back to 2014. In 2017, the two companies launched a similar solution that helps clients quantify the impact of TV and digital advertising on retail store visits.
"We continue to hear from clients and the industry at large that outcome-based measurement is a key component of holistic campaign analysis," said David Algranati, chief product officer at Comscore. "We are thrilled to partner with PlaceIQ to help our clients and partners better understand and evaluate the impact of advertising on moviegoing behaviors."