New Features Enable Better Media Planning for Mobile and Multi-Platform Campaigns
São Paulo, Brazil, October 24, 2016 – Comscore (NASDAQ: SCOR) today announced several new enhancements to its Mobile Metrix and MMX Multi-Platform solutions in Brazil including the launch of Reach/Frequency, Audience Duplication and Cross-Visiting reports along with expanded demographics. These new features enable advertisers and their agencies to build more intelligent, efficient and effective mobile and cross-device campaigns. Further, publishers gain access to valuable insights into how their audiences visit other sites and apps, delivering competitive intelligence into multi-platform audience behaviors.
“More than 25 million Brazilians access the internet solely through mobile devices, that’s 24% of the entire online population that is reachable only via mobile campaigns and content. Further, we see nearly half of the population using both mobile and desktop devices throughout the month as multi-platform usage continues to rise,” said Luciana Burger, Managing Director of Comscore Brazil. “These are hugely important takeaways for advertisers and their agencies that are trying to find the best ways to reach their target consumers. The launch of these new features in Mobile Metrix and MMX Multi-Platform will give our clients the data they need to make better-informed decisions when planning, buying and selling media across all platforms.”
A further look at figures shows just how important mobile devices have become to Brazilians. In August 2016, 24% of those going online did so exclusively from mobile devices, while 45% were multi-platform users accessing from both mobile and desktop devices during the month. Further, mobile accounted for nearly 3 in every 4 minutes spent online in Brazil. Deeper analysis shows that younger users saw an even stronger propensity toward mobile, particularly those age 25-34 who saw the highest share of mobile-exclusive usage among all age segments.
Brazil Multi-Platform and Mobile Usage August 2016 Total Brazil – Age 6+, Home and Work Locations Source: Comscore MMX Multi-Platform
% Mobile Only Users
% Multi-Platform Users
Mobile Share of Total Time Spent
Total Audience
24%
45%
71%
Persons: 15-24
25%
49%
72%
Persons: 25-34
36%
54%
77%
Persons: 35-44
70%
Persons: 45-54
56%
Persons: 55+
21%
39%
57%
“We are headed toward a multi-platform majority,” continued Ms. Burger. “This underscores why a clear understanding of unduplicated audiences and cross-visiting behaviors is critical to reduce waste, improve campaign performance and, particularly for publishers, to better evaluate current and up-and-coming competitors in today’s multi-platform landscape.”
To learn more about these new capabilities within Mobile Metrix and MMX Multi-Platform or to request a product demonstration, please contact us. Read our latest thoughts on media planning in a mobile and multi-platform world on our blog here.
About ComscoreComscore, Inc. (NASDAQ: SCOR) is a leading cross-platform measurement company that precisely measures audiences, brands and consumer behavior everywhere. Comscore completed its merger with Rentrak Corporation in January 2016, to create the new model for a dynamic, cross-platform world. Built on precision and innovation, our unmatched data footprint combines proprietary digital, TV and movie intelligence with vast demographic details to quantify consumers’ multiscreen behavior at massive scale. This approach helps media companies monetize their complete audiences and allows marketers to reach these audiences more effectively. With more than 3,200 clients and global footprint in more than 75 countries, Comscore is delivering the future of measurement. For more information on Comscore, please visit comscore.com.
Contact:
Patrícia CarvalhoMarketing SpecialistComscore, Inc.prensa@comscore.com