Last week comScore released its Media Metrix Total Universe report which aims to provide audience measurement for all of a site’s traffic including usage via mobile phones, apps, tablets and even shared computers.
The report, which will be available to comScore Media Metrix subscribers, will be released with April data in the U.S. and U.K. (with other global markets being released in subsequent months) for all publishers currently leveraging the comScore Unified Digital Measurement™ (UDM) tag. The initial report features standard comScore Media Metrix key measures including unique visitors, reach, and page views, providing an unduplicated view of site audiences across multiple media platforms.
“We are excited to introduce the comScore Media Metrix Total Universe report,” said Cameron Meierhoefer, comScore EVP of Analytics. “With digital media fragmentation occurring at an accelerating pace, it has never been more important for publishers to understand the full size and composition of their audiences and get credit for the traffic they’re generating across all media platforms. This unique report enables publishers to demonstrate the value of their entire audiences and monetize their content irrespective of the access point.”
For those companies with large mobile users bases the Total Universe Report will be a big deal – especially since the Internet is moving rapidly beyond the Web alone. “Pandora’s audience engages with our service through mobile phones, tablets and other connected devices – often without ever accessing via the traditional web,” Said Heidi Browning, SVP, Strategic Solutions, Pandora. “Third party measurement of the reach and engagement of audiences across all major platforms will help the digital media industry grow advertising revenue and ultimately fuel innovation in cross platform content delivery.”
Having measurement which reflects this new market is vital for both media buyers and publishers interested in knowing more about how their users are consuming content. “Consumers have so many different ways of accessing digital content today and it’s important to have a full understanding of these audiences in the increasingly fragmented environment,” said Stuart Schneiderman, Sr. Director, Corporate Digital Research, MTV Networks Digital. “We look forward to evaluating comScore Total Universe as we further build our understanding of how our audiences consume content across screens.”