IAB Peru Interviews Jodi McDermott, comScore Group VP
Recently, comScore’s Digital Analytix® tool was named “Technology of the Year” by the prestigious Digital Analytics Association. IAB Peru reached out to Jodi McDermott, Vice President of Product Management for Digital Analytix, who spoke about the recognition, future goals, and what this achievement means to comScore customers in the Peruvian market.
Participation of the Latin American Teams in the Digital Field
We recently reviewed comScore Media Metrix® online sports visitation data for some of these countries to understand which countries’ fans were following most closely. The data showed that Argentina had the highest reach among sports sites at 57%, followed by Chile (47%) and Brazil (44%). Below you can see also the top 5 sports sites accessed via desktop computer in each country:
Is Mobile Bringing About the Death of the PC? Not Exactly…
While there is no doubt that the growth in mobile has been dramatic, for the most part it is not coming at the expense of desktop computer usage. Put another way, most of the growth of mobile has been activity that is incremental to what’s happening on existing platforms. Consider comScore data over the past year:
When Mobile Web Dominates Apps in an App-Dominated World
Why Does a User Visit the App vs. the Website?
Perhaps the best example of a browser-dominant media property is Wikimedia Foundation Sites, the organization that runs Wikipedia, one of the most popular sites on the web. But as popular as Wikipedia is, it remains one of the few large digital media properties that has succeeded on mobile despite a very small portion of its smartphone engagement occurring via app. In contrast, the smartphone audiences for most of the top properties spend the majority of their time on the app, not the mobile website.
The Perils of Survey Data in Cross-Platform Measurement
The following article identifies the sources and magnitude of these survey-based errors and shows how they can be eliminated through the use of behaviorally-measured panels. The article was recently published in the June 2014 issue of the Journal of Advertising Research and is reprinted with permission.