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comScore in Journal of Advertising Research on How Social Sharing Is Disrupting Digital Advertising Models and MetricsIn the following article entitled “The Downside of Digital Word of Mouth and the Pursuit of Media Quality,” comScore Co-Founder and CEO Gian Fulgoni is joined by comScore SVP of Marketing and Insights Andrew Lipsman in describing why the fundamental metrics of media planning and campaign measurement—impressions, reach, frequency, and demographics—need a higher level of validation to ensure that the inventory being bought is clean, legitimate, and appearing in environments conducive to effective advertising. The article was recently published in the June 2017 issue of the Journal of Advertising Research and is reprinted with permission. Read moreThe Importance of Mobile and Multi-Platform Measurement in IndiaAs with the majority of global markets, the number of users accessing the internet via desktop devices has remained relatively static in India in the last couple of years, but to take this as a sign of stagnation within the digital industry would of course be ignoring the growth of mobile devices within this timeframe. Smartphone and tablet devices have created new digital access points for consumers, but without cannibalising desktop consumption to any enormous effect. Mobile devices have created new digital time, and with it, more opportunities to reach digital consumers throughout their day. Read moreWhat Behavioral Data Tells Us About the OTT Viewing Habits of Cord-CutterscomScore recently analyzed the over-the-top (OTT) viewing habits of households in our “Total Home” behavioral measurement panel – those which previously subscribed to cable or satellite, but no longer do so. This behavioral data provides a more detailed look at how cord-cutters’ viewing patterns differ from other audiences. Read moreMobile Marketing and Surgical Metrics: How Indonesia Hopes to SucceedIn the markets measured by comScore globally, two observations stand out when reviewing the impact of mobile platforms since their inception. The first is, perhaps to be expected, that the emergence and subsequent growth in consumption via smartphones and tablets have revolutionised the digital landscape in every region. The second insight is that whilst broad generalisations and global trends can provide important macro-level understanding, the geographic and demographic nuances already present in a desktop-only world have increased exponentially with the growing ubiquity of handheld devices. Mobile has brought new audiences, new content types, and created overwhelming volumes of new digital time around the world, but it has done so in an uneven manner that presents both challenges and opportunities for players in this space. Read more¿Quién gana la UEFA Champions League 2017 en Engagement Social?Apoyándonos de nuestros partners Shareablee y Salesforce, nos dimos la tarea de realizar un análisis de lo que pasaba en las redes sociales de ambos finalistas durante el mes de Abril y Mayo, puesto que en este periodo se llevaron a cabo los últimos encuentros y esto fue lo que obtuvimos: Read more |
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