comScore Adds Mobile Viewability Measure to vCE

Digital media metrics firm comScore has added mobile viewability measurement to its validated Campaign Essentials (vCE) solution, to offer what it describes as the first combined GRP (gross rating point) and viewability solution for mobile advertising.

vCE provides an unduplicated count of impressions delivered and takes account of different definitions / degrees of delivery: for example an ad can be delivered in the most basic sense without being 'in-view' - defined as having at least 50% of the ad viewable for at least one second. comScore says the latest upgrades bring mobile advertising into alignment with current tools for desktop display and video campaigns. With comparable reporting and metrics for both mobile and desktop, the new solution enables users to plan, measure, evaluate and optimize digital campaigns, and compare campaign delivery performance to that of traditional media, such as TV.

Users can also view daily, unduplicated audience metrics including validated reach, frequency and GRPs for mobile campaigns, while allowing for cross-media comparability. In-app and in-browser mobile ad performance are now available, providing measurement on iOS and Android across smartphones and tablets.

SVP Anne Hunter comments: 'This unified daily reporting of mobile and desktop ad performance will enable brands and agencies to more effectively manage unduplicated ad performance across both platforms. With the addition of ad validation it finally allows comparison of mobile to other media, such as TV, and to better optimize their marketing mix'.

Web site: www.comscore.com .

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.

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