comScore Rolls Out Brand Metrics for Mobile Ads

Digital measurement specialist comScore is making brand metrics for mobile ad campaigns available through two new tools, validated Campaign Essentials Mobile (vCE Mobile) and validated Media Essentials Mobile (vME Mobile).

Both solutions provide demographic information about ads appearing on smartphones and tablets - in-app and via mobile web. comScore says the launch will mean advertisers and publishers have access to cross-media comparable metrics, including demographic delivery, reach, frequency and GRPs.

CMO Mark Donovan (pictured) comments: '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.'

Web site: www.comscore.com .