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BizReport : Internet : March 26, 2013

Tool to offer insights across screens, devices

One complaint from brands about the online and mobile spaces: it is too hard to determine how consumers are engaging or reacting to campaigns and brands across screens. A new launch from comScore is set to answer that question for online brands an offering a singular view of analytics across desktop and mobile screens.

by Kristina Knight

"We are excited to formally introduce Media Metrix Multi-Platform, a revolutionary development that combines comScore's flagship products to accurately account for unduplicated audiences across the desktop, smartphone and tablet platforms," said Jeff Hackett, executive vice president of comScore. "This unified view of digital audiences not only establishes a new measurement standard for the industry, but also has the potential to unlock insights that can deliver substantial, currently unrealized value to our publisher, advertiser and agency clients."

Some early data from the platform includes:

• Google sites reach more than 2.35 million consumers but more than half (1.96 million) engage via desktop
• Facebook users are more likely to visit the social network via desktop (1.45 million vs. 99.6 million)
• The Twitter audience is almost evenly engaging via desktop and mobile
• Gaming platform Zynga is more likely to attract mobile users (29.9 million vs. 12.05 million)

Through the Multi-Platform brands and publishers can determine which segments of their audience are engaging through desktop or mobile portals, pushing the monetization of each space because the content or ads can be better targeted. For example, a newspaper might find that readers over age 45 are engaging through their desktops but a younger segment, those between ages 25 and 35 are engaging via mobile. Those screens can then be customized with ads targeted to those demographics. The ads can be optimized and the frequency maximized for the best results.

The platform may also help brands identify which consumer groups are most likely engaging via mobile; as mobile has been shown to engage more hard to reach groups, this can be a more efficient way of monetizing content.

Finally, the tool may help brands better understand how consumers are using the Internet, in general. While time spent online has dramatically increased over the past two years, some brands remain unsure about where their target audience is; a tool like this can help with that identification.

Image via Shutterstock

Tags: comScore, mobile trends, mobile usage, online engagement, online trends

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