MUMBAI: comScore, Inc has launched two initiatives to expand mobile audience measurement in Indonesia. The global media measurement and analytics company has launched its syndicated Mobile Metrix solution, and has also introduced a joint mobile panel development with Kantar, which will fuel mobile and cross-media audience measurement in the future.
comScore and Kantar will share more details on these developments at the Mobile Marketing Association (MMA) Forum Indonesia during a joint presentation on The Future of Mobile Measurement.
“Kantar and comScore recognise the importance of comprehensive mobile measurement as essential to fostering sustainable growth in the mobile advertising and media ecosystem. The joint building of mobile panels in Indonesia will enable both comScore and Kantar to bring services to market faster, and is an important step forward for the future development of cross-media audience and campaign measurement,” said Kantar chief client officer, Asia Pacific Tim Kelsall.
“The industry needs insights they can act on now as well as the assurance that measurement leaders are planning ahead to address their future needs in this fast-evolving space. Today, we announced initiatives to support both of these needs,” said comScore vice president, Southeast Asia Kerry J Brown.
“Starting today, agencies, advertisers and publishers can leverage comScore Mobile Metrix to better inform media buying and selling strategies. As we look to the future, our work with Kantar to jointly build mobile panels will further advance mobile, multi-platform and cross-media measurement to benefit the entire industry. We are excited to announce these developments and look forward to sharing more updates as these solutions progress,” Brown added.
The introduction of comScore’s census-based Mobile Metrix, now available in Indonesia, allows for reporting of mobile browser and app audiences on smartphones and tablets for tagged publishers.
This service helps publishers to demonstrate the size and value of their mobile audiences to advertisers, and helps media planners and buyers to better evaluate advertising opportunities on mobile devices. In Asia Pacific, Mobile Metrix is available in 12 markets in addition to Indonesia.
