Media measurement and analytics firm, ComScore, recently rolled out Xmedia, an audience measurement tool for TV content and digital media.
ComScore launches Xmedia
The feature lets advertisers create cross-media packages to combine TV and digital properties to analyse audience reach and engagement across those platforms. Previously, these metrics were only available separately, challenging those utilising both television as well as digital ads. This is the first time that content creators gain access to both metrics.
Until now, the service was tested on a limited basis. Serge Matta, CEO, ComScore, says:
“TV measurement has grown more complex over the past decade as it became possible for people to view content on their own terms and on their own time. At the same time, digital media has rapidly expanded from the PC to mobile to an increasing number of connected devices in the home. Putting these pieces together in a measurement system that accounts for all the ways content is consumed today is no small feat, and completely different rules of engagement are required. We’re excited to be the first company to help the industry rewrite these rules by delivering what our clients have long been asking for: a comprehensive and granular cross-platform measurement system that combines TV and digital audiences.”