US placed-based media business Trooh ties up with Comscore for DOOH audience measurement

Comscore, an agency for planning, transacting and evaluating media, has announced an agreement with Trooh, a leading US place-based media company connecting brands with millions of consumers on their daily journey OOH, to deliver reporting from Comscore’s DOOH solution. Under the agreement, Trooh will receive reporting for their campus and women’s networks that includes digital ad impressions, reach, and frequency with demographics. 

“Digital out-of-home advertising is rapidly growing in cities across the country, giving advertisers a prime opportunity to reach consumers. Reaching the right consumer with the right message in the right venue is more important than ever,” said Alison Jacobs, CRO, Trooh. “That’s why Trooh has focused on building a DOOH platform delivering scale and impact. By integrating data, insights and digital into an extensive addressable network placed in thousands of high dwell time venues, we can deliver more impactful solutions for brands to engage their exact consumer. We’re confident that Comscore’s stable and accurate measurement will help us deliver audience insights that will optimize our clients’ business outcomes.”

“We are excited to partner with Trooh to help them understand the impact and effectiveness of their DOOH offering,” said Gary Warech, Executive Vice President, Comscore. “At a time when digital out-of-home continues to grow in importance to advertisers, Trooh has built an impressive footprint with some of the most desirable consumer segments, and we look forward to helping them maximize their clients’ digital out-of-home advertising spend.”

Trooh is the latest leading DOOH network to sign on to Comscore’s solution, which enables DOOH metrics to be accessed through existing Comscore planning tools. Measured DOOH audiences will be made available to advertisers and agencies through Comscore Plan Metrix^® syndicated offering as well as via existing APIs. Plan Metrix^® combines consumers’ desktop and mobile behaviour with detailed information about their lifestyles, interests, attitudes, demographics, and behaviours for a unified and unduplicated view. This gives hundreds of agencies and thousands of users access to DOOH network audiences.

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