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The Dress: A Case Study of Flash Crowds and Invalid Traffic

03/20/2015 12:18 pm

Flash crowds are a phenomenon common to internet traffic. As the name suggests, flash crowds consist of a large number of users accessing a relatively small number of web sites over a short period of time. The idea is borrowed from the work of science fiction writer Larry Niven who coined the term while pondering the darker consequences of free and instantaneous travel. Flash crowds can emerge either spontaneously (e.g., due to natural disasters) or due to an announced event (e.g., the Apple Watch debut), but what makes them unique is the exceptionally high volume of traffic they generate in a very short period of time.

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From GSMA MMM to Mobile Metrix: The Evolution of UK Mobile Media Measurement

03/04/2015 09:16 pm

The data we published comes from a change in our methodology and reveals gains in the momentum of usage of mobile platforms since they were first and most recently measured by our now retired mobile measurement service, GSMA Mobile Media Metrics. The Mobile Metrix service has several key benefits that are critical for accurately measuring mobile usage in today’s environment; a deep dive into which is available to download here.

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Viewability, Online Video and Social Media

02/12/2015 07:35 am

  1. Viewability
  2. Online Video
  3. Social Media

We can identify three hot topics on digital media on a global level as well.

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comScore and Kantar Partner on Global Cross-Media Audience and Campaign Measurement

02/12/2015 04:33 am

As the data investment management arm of WPP, Kantar is one of the world's largest insight, information and consultancy groups. Kantar, whose services are employed by over half of the Fortune 500, has built a tremendous set of assets that are complementary to those that we’ve built at comScore and offers its clients insight at every point of the consumer cycle.

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Measurement Proves the Effectiveness of Mobile Advertising

02/11/2015 08:25 am

With fat finger syndrome known to inflate click-through rates on mobile, advertisers are turning to other metrics to gauge the effectiveness of their ads. Brand metrics such as aided awareness, favorability, likelihood to recommend, and purchase intent can help illustrate at which phase of the purchase funnel consumers are being influenced. Comparing these metrics across each platform used in the campaign can also assist in making more optimal allocations.

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