Comscore: Local Roots, Scale, Authentic Advertising

Comscore executives Jackelyn Keller and Steve Bagdasarian used MarketectureTV's Miami cabana event to illustrate a culture-forward approach to measurement. They argued that advertising begins with local voices, then scales nationally to create meaningful impact, backed by data and community insight. Beyond slide deck metrics, the duo showcased practical programs, including Currency Crawl, and highlighted spotlighting local perspectives as a core strategy. The presentation framed the future of advertising as a blend of culture and clicks, where authentic connection amplifies reach and resonance. By weaving local art and experiences into the session, they demonstrated how local context can scale and inform national campaigns, underscoring Comscore's emphasis on culture-driven measurement and real-world impact.