comScore Announces Canada Launch of MMX Multi-Platform to Deliver Unified View of Desktop, Smartphone and Tablet AudiencesIn Canada, mobile now accounts for nearly half of all digital media consumption at 49 percent
TORONTO, Canada, September 3, 2014 - comScore, Inc. (NASDAQ: SCOR), a leader in measuring the digital world, today announced the general release of its MMX Multi-Platform and Mobile Metrix products to clients in Canada. MMX Multi-Platform was the first service of its kind launched to market in the U.S. and the U.K. last year, and is now available for clients in five additional countries, including Canada.
Building on person-level measurement from comScore's MMX, Mobile Metrix and Video Metrix products, MMX Multi-Platform offers unduplicated accounting of audiences and engagement on desktops, smartphones and tablets, that reflects today's multi-platform digital media environment.
For the first time, comScore is able to provide a person-level view of Canadians' digital media footprint across platforms. Measurements from comScore's underlying products (including the newly-launched Mobile Metrix ) are unified to deliver new insight into users' consumption habits on one or more devices. Sample findings include:
In Canada, mobile now accounts for nearly half of all digital media consumption at 49 percent (of total minutes).
Mobile audiences provide incremental reach to desktop computer usage, with the increases varying by category. Mobile-heavy categories such as Weather feature incremental reach as high as 74% whereas Maps have a 51% percent incremental reach and Online Gaming has a 43% incremental reach, highlighting the importance of understanding unique and supplemental audiences delivered by mobile.
Persons 18-24 are 51% more likely than the Total Digital Population to access the sports category exclusively on their mobile device.
As smartphone and tablet usage accelerates digital media fragmentation, the ability to accurately account for audiences has become significantly more complex, said Brent Bernie, President of comScore Canada. We understand the importance of this data for all sides of the digital ecosystem, and are incredibly excited that we can bring high-quality multi-platform data to the industry and our customers.
comScores Charter Program allowed clients to invest early in MMX Multi-Platform and Mobile Metrix. Among this group were exclusive agency partners PHD and OMD. All Charter Members share comScore's excitement about this release.
Growth in the time Canadians spend online has been the most significant change in media usage habits in the 20th and 21st century except for the amount of time Canadians spend accessing online content via mobile devices. And we are about to see the quantification of this incredible development.
-- Rob Young, Senior VP Director of Insights and Analytics, PHD
Clients and Industry Partners Support the Introduction of MMX Multi-Platform
"The release of multi-platform data is a milestone in the marketers quest to truly get a picture of total audience, wherever and whenever consumers are engaging with digital content and we are very proud to be a charter client with comScore in the release of this data. At AOL Canada, we take pride in being an industry leader in delivering premium content to Canadians across all devices on properties like The Huffington Post Canada, Engadget, Techcrunch, StyleList Canada, Kitchen Daily, Parentdish and others. Multi-Platform helps show a more accurate representation of audience gains we continue to make through this investment in socially and search enabled content."
-- Joe Strolz, GM AOL Canada.
The unprecedented growth in smartphone and tablet usage has left digital players wanting an accurate view of their competitive mobile landscape and how mobile ties into the broader online ecosystem. We're excited to have comScore bring that reporting to Canada. With the ability to measure audiences across traditional web, mobile, and apps, MMX Multi-Platform is a win for everyone in the industry wanting to understand who their ads and content are reaching, regardless of device choice.
-- Gianni Di Iorio, Vice President, Revenue Management & Research, Bell Media
Blue Ant Medias philosophy has always been to provide our content to a platform-agnostic audience. comScores multi-platform initiative is an imperative next step in allowing publishers to measure the true reach of their brands.
-- Simon Foster, SVP Digital Publishing & Business Development, Blue Ant Media
This will open the door to a more holistic and realistic view of the currently one-dimensional user. We look forward to new insights that will help us to refine our experiences by platform for our audiences and more realistically reflect the power of our reach across platforms to our advertisers.
-- Rebecca Shropshire, Director of Digital Sales, CBC
Today's consumers are more elusive than ever. Their media and content consumption habits are changing at lightning-speed. At the Globe and Mail, we believe we need to advance measurement at the same pace as the consumer is moving. This is the only way we can gain the clear insights we need to run our business and serve our customers. We applaud and support comScore's move to multi-platform measurement and a new currency for digital for this very reason.
-- Andrew Saunders, Chief Revenue Officer, Globe and Mail
We're excited in being one of the charter clients for the new comScore multi-platform product. As more of our audience engages with an omni-channel approach the importance of getting a complete picture including mobile and tablet touch points will help us demonstrate our value to advertisers and our leading position in classifieds and many vertical industries.
-- Mark Lister, Managing Director Advertising, Kijiji Canada
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comScore Announces Canada Launch of MMX Multi-Platform to Deliver Unified View of Desktop, Smartphone and Tablet AudiencesIn Canada, mobile now accounts for nearly half of all digital media consumption at 49 percent
