comScore Now Offers Actionable Brand Metrics For Mobile Advertising
April 16, 2014 at 6:31 AM (PT)
COMSCORE has rolled out "actionable brand metrics" for mobile ad campaigns through CAMPAIGN ESSENTIALS MOBILE and MEDIA ESSENTIALS MOBILE. These ad measurement solutions provide demographic delivery insights for ads appearing on smartphones and tablets, both in-app and via mobile web.
"More than half of digital media engagement is now spent on smartphones and tablets, but mobile advertising is currently just one-sixth of the digital ad market. Mobile's ability to realize its potential depends in large part on the ability to measure its performance, especially in relation to other media channels," said Chief Marketing Officer MARK DONOVAN. "vCE and vME MOBILE provide required metrics to measure and optimize the performance of campaigns. As brand marketers increasingly focus on integrated cross-platform campaigns, our solutions will help bring smartphones and tablets into the same consideration set as TV and desktop display."