Audience Recommendations for Every Vertical
Earlier this month, we announced the expansion of mobile audience reporting capabilities in validated Campaign Essentials (vCE) in Canada and the UK. This expansion results in part from our global data partnerships, including recently-added Spotify. This brings clients a more complete view of their campaign’s total digital delivery as well as an understanding of incremental reach, frequency and GRPs gained from mobile.
This expansion of mobile campaign measurement comes as mobile devices play an increasingly dominant role in consumers’ digital lives. In Canada and the UK, smartphones and tablets together account for nearly two-thirds of all time spent online (in the UK, 59% of online time is accounted by mobile devices compared to 41% on desktop; in Canada it’s 60% vs 40%).
With this evolution towards the dominance of mobile in internet consumption, advertisers are increasingly looking to up their investment in mobile, which makes campaign measurement across smartphones and tablets ever more important to evaluating and optimising campaign delivery.
A Single, Holistic View into Campaign Delivery Knowing if your mobile campaign reached the right audience is an important campaign metric, but it’s not the only factor advertisers should be looking at in monitoring their campaign delivery. Validation metrics, especially viewability and invalid traffic (IVT), are critical factors to evaluate in mobile just like they are in desktop campaigns.
Gaining access to a single, holistic view into campaign delivery across audience and validation metrics helps advertisers ensure their investment is not wasted on ads that never had the chance to be seen by their target consumers.
Aligning Campaign Measurement Across Screens Although measurement in and of itself is important, the true power of the expansion of mobile audience measurement comes in the ability to understand how mobile advertising performed in relation to other screens within the campaign. A comprehensive view of total digital campaign delivery across desktop, smartphones and tablets can help advertisers and their agencies make data-based decisions to better optimise their campaigns in-flight and also better plan for future campaigns.
Beyond just digital, comparable reporting and metrics will also allow media buyers and sellers to compare campaign delivery performance to that of traditional media, such as TV, providing a true, holistic cross-platform campaign view. This will help advertisers measure what matters to better achieve their advertising delivery goals and ultimately better reach their target consumers.
To find out more about Comscore mobile campaign measurement in vCE, read our press release here or contact us.