Brands, retailers and media companies can now find out more accurately who is looking at them through mobile channels more accurately, following a tie up between digital metrics company comScore and mobile billing specialist Bango. The tagging service gives the ability to tag mobile web and application assets to enable accurate measurement of audiences, including unique traffic counts and engagement metrics, across a variety of devices and platforms in addition to next generation devices such as tablet computers.
With these enhanced metrics, brands, retailers, advertisers and publishers now have access to a reliable, third-party mobile currency to help accelerate growth in the mobile advertising industry.
“Delivering on our commitment to provide innovative solutions to measuring an increasingly complex digital landscape, comScore mobile-optimized tagging answers the industry’s call for a more granular, comprehensive measurement solution to navigate the mobile landscape,” said Mark Donovan, Senior Vice President of Mobile for comScore. “Mobile media consumption continues to accelerate, making a third-party measurement solution critical for publishers and advertisers looking to implement effective mobile strategies and ad campaigns. With comScore mobile-optimized tagging, publishers can accurately demonstrate their mobile site’s traffic and engagement levels to advertisers looking to use the channel to reach and engage consumers, providing the foundation for a more robust mobile advertising environment.”
Due to varying capabilities across platforms, the mobile industry has lacked comprehensive, standardized audience metrics across all devices and platforms, which has stunted the adoption and growth of mobile advertising. comScore’s mobile-optimized tag was developed to uniformly capture audience usage across all major smartphone platforms, hundreds of feature phones, and next generation devices including tablet computers.
comScore’s mobile-optimized tags provide granular insights on mobile audiences including unique traffic counts and page views, providing the industry with a comprehensive view of mobile audience behaviors. These metrics will provide both publishers and advertisers with a reliable, third-party currency to operate more efficiently and effectively in the mobile advertising space.
The Bango partnership gives comScore an immediate lead in mobile audience measurement and provides Bango clients with the option to be measured with comScore mobile-optimized tagging as part of their Bango integration, providing seamless and easy implementation.
“We are pleased to partner with comScore to offer our clients the ability to measure and compare their data through this innovative approach,” said Anil Malhotra, Senior Vice President, Marketing & Alliances of Bango. “As a leader in the mobile payment and analytics space, we understand the importance of having industry-wide mobile audience metrics that publishers and advertisers can rely on for independent verification. This development will benefit the industry as a whole, helping to accelerate mobile advertising spend.”
“We are pleased that comScore is partnering with Bango to extend its unified measurement to mobile-optimized sites,” said Jack Wakshlag, Chief Research Officer for Turner Broadcasting System. “This is a positive step forward in mobile audience measurement, and we applaud comScore for being the first in the industry to provide it.”
“Weather information has one of the largest mobile audiences of any content categories, making it critically important that we at AccuWeather have access to the most-trusted and complete mobile metrics available in the industry,” said Robert Henry, Director of Strategy & Research – Digital Media at AccuWeather. “comScore’s mobile-optimized tagging will help us understand how audiences engage with our content and how this varies across platforms; insights that will be invaluable when planning, executing and evaluating our mobile strategy. We support comScore as they continue to bring innovative solutions to measuring the evolving digital space.”
“With mobile media consumption rapidly accelerating, advertisers and publishers need a trusted source of measurement in the mobile space," said Deborah Eldred, Director of Mobile and Personalization at DexKnows.com. "comScore's mobile-optimized tagging answers the industry's call for reliable, third-party audience metrics to spur growth of the mobile advertising economy. We rely on comScore for accurate measurement of our online brand and trust they will bring the same trusted approach to measuring our mobile audience."