Multi-channel madness eliminated with new measurement tool

Digital audience measurement firm comScore has launched a new service called Media Metrix Multi-Platform to help advertisers makes sense of how shoppers are interacting with their brands in an increasingly multi-channel world.

Reston, Va.-based comScore launched a Beta version of the digital audience measurement and media planning tool that builds on the company’s Media Metrix, Mobile Metrix and Video Metrix tools within comScore’s Audience Analytics suite. The company said the new Multi-Platform is revolutionary because it 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.

"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," said comScore EVP Jeff Hackett. "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.

Multi-platform digital audience measurement has significant implications for how the digital world is seen and understood. The most notable change from traditional Media Metrix rankings are the overall audience increases for media properties with a measurable mobile presence.