comScore Rolls Out Multi-Platform Ratings

Digital audience measurement giant comScore has officially launched its MMX Multi-Platform service in the USA, combining and deduping audience across PCs, smartphones and tablets.

The new service, which the firm says builds on the MMX, Mobile Metrix and Video Metrix products within its Audience Analytics suite, offers unduplicated accounting of audience size and demographics and is described as the first of its kind. First seen by clients in beta form last September, the service also allows for different delivery methods including web sites, videos and apps.

comscore says benefits delivered to its clients will include the ability to facilitate content monetization by demonstrating the reach and value of multi-platform audiences to advertisers; improving content and marketing strategies by understanding demographic differences across channels; reaching high-value or difficult-to-reach demographics; and understanding media usage trends.

First results from the new product show how the industry's view of the digital landscape will change. Media properties' audience sizes increase, and rankings change. The average property within the Top 100 increased its audience size by an average of 38%, comScore says, with Groupon (223%), Zynga (211%) and Pandora (183%) leading the way. Apple and Twitter were also big gainers, both with a 54% rise.

EVP Jeff Hackett comments: 'We are excited to formally introduce MMX Multi-Platform, a revolutionary development that combines comScore's flagship products to accurately account for unduplicated audiences across the desktop, smartphone and tablet platforms. 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.'

Web site: www.comscore.com/multiplatform .