New comScore Audience Measurement Tool Reports Digital Consumption
By Rob Scott
November 30, 2012
November 30, 2012
- Media Metrix Multi-Platform, a new audience measurement and media planning product from comScore, has launched in beta in the U.S. The platform provides data regarding website, video, and app content views across multiple devices.
- “Knowing the size of your website’s audience simply isn’t sufficient in today’s fragmented, multi-platform digital media environment,” explains comScore. “Media Metrix Multi-Platform provides the industry’s first comprehensive view of digital consumer behavior across desktop computers, smartphones and tablets.”
- The new system uses comScore’s proprietary Unified Digital Measurement (UDM) methodology, that combines panel- and census-based data to provide estimates on digital audience size and consumption.
- While comScore’s “unique visitor” metrics still remain central to the platform, it also considers duration-based metrics and content-specific engagement metrics including page views, video views and app starts.
- “Media Metrix Multi-Platform offers comprehensive reporting on more than 300,000 digital media entities, including their un-duplicated audience size, demographic composition, engagement, performance within key user segments and behavioral trends,” notes the site.
- To accompany the launch, comScore has released data involving top multiplatform properties. The Media Metrix Multi-Platform data shows that Google was the only property in September to reach over 100 million unique visitors/viewers across both desktop and mobile channels, while Yahoo and Facebook each topped 90 million.
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