But Macy’s is still bullish on Pinterest this holiday season—in particular, its video ads.
Building on Media Metrix, Mobile Metrix and Video Metrix from comScore’s Audience Analytics suite, this revolutionary product offers unduplicated accounting of audience size and demographics that reflects today’s multi-platform digital media environment, which includes websites, apps and video content accessed from multiple devices.
RESTON, VA, November 29, 2012 – comScore, Inc. (NASDAQ: SCOR), a leader in measuring the digital world, today announced the U.S. Beta release of Media Metrix® Multi-Platform, the next generation of digital audience measurement and media planning. Building on Media Metrix, Mobile Metrix and Video Metrix from comScore’s Audience Analytics suite, this revolutionary product offers unduplicated accounting of audience size and demographics that reflects today’s multi-platform digital media environment, which includes websites, apps and video content accessed from multiple devices.
“We are excited to introduce our Beta version of Media Metrix Multi-Platform, the next generation in digital audience measurement offering a unified 360-degree view of digital consumer behavior across platforms and content types,” said Jeff Hackett, executive vice president of comScore. “With smartphones and tablets accounting for a rapidly expanding share of digital media consumption, comScore recognized the need to evolve our industry-leading audience measurement product to better represent this new paradigm. By developing proprietary methods to account for multi-platform audience overlap, we have designed a truly unique and innovative solution.”
Media Metrix Multi-Platform is expected to remain in Beta over the next several months as the product undergoes a thorough data review and validation with comScore clients. All publicly reported data included in this initial report are illustrative and should not be interpreted as official comScore rankings.
A New View of the Digital World
Multi-platform digital audience measurement has significant implications for how the digital world is seen and understood. “As an active investor in mobile and web businesses, I have been dying for an accurate consolidated view of web, mobile web, iOS, and Android audience data. comScore has delivered exactly what I've been seeking for the U.S. audience and I am looking forward to seeing them tackle the global audience next,” said Fred Wilson, Managing Partner of Union Square Ventures.
The most notable change from traditional Media Metrix rankings are the overall audience increases for media properties with a measurable mobile presence; in some cases, these increases are substantial. Specifically, the Media Metrix Multi Platform view shows 10 properties reaching 100 million unique visitors compared to six in a non-multi-platform view, 28 properties reaching 50 million (vs. 19), 77 properties reaching 25 million (vs. 51), 223 reaching 10 million (vs. 171) and 410 reaching 5 million (vs. 334)
Methodology & Metrics
comScore’s multi-platform measurement relies on its proprietary Unified Digital Measurement™ (UDM) methodology, which combines panel and census-based approaches, to deliver best-in-class estimates of digital audiences and consumption. In order to provide accurate unduplicated audience size estimates across digital platforms, comScore developed a proprietary method that leverages its census web site network to understand audience overlap across different media channels – the first offering of its kind to utilize such an approach.
This unified representation of disparate media channels also requires a modified view of certain standard reporting metrics. While “unique visitor”-based metrics remain central to Media Metrix Multi-Platform, measures of engagement such as page views must be reconsidered. This means that duration-based metrics (i.e. minutes) become the preferred engagement metrics because they are consistent across media; however, comScore is also introducing the new “views” metric to account for content-specific engagements, such as the web-based page view, video view or app start.
Tag Your Digital Content Today!
Media Metrix Multi-Platform Beta is available to U.S. clients immediately, and anticipated for introduction to the UK market in early 2013. Other international markets will follow thereafter. Publishers, brands, and media companies who want to ensure that all their digital platforms and audiences are fully reflected in Media Metrix® Multi-Platform are strongly encouraged to begin tagging their digital assets with comScore today at the comScore Direct website.
Many web sites are already familiar with the process from tagging their traditional web content using comScore’s UDM census tag. The comScore tag has recently been updated to enable advanced measurement of sites and apps in a fixed web or mobile environment, inclusive of both iOS and Android platforms. With an increasing amount of media consumption shifting to smartphones and tablets, now is the time to make sure that all of your digital assets are accounted for:
- Traditional web pages
- Mobile-optimized web pages
- Mobile apps
- Tablet apps
- Video content
If you have any questions about implementing these additional tags, please feel free to reach out to your comScore account representative.
comScore, Inc. (NASDAQ: SCOR) is a global leader in measuring the digital world and preferred source of digital business analytics. For more information, please visit www.comScore.com.