ComScore launched XMedia today, making it the first product to measure cross-platform, digital audiences. Instead of having to use multiple products to see how content is performing, the tool allows networks, ad agencies, and web creators to get a full view of their total audience to better plan their campaigns. Serge Matta, CEO of comScore, said in a statement that:
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.
Digital audiences aren’t “bonus audiences,” anymore as Tom Ziangas, senior vice president of research for AMC said in the release. “We currently have an incomplete picture and are not getting credit for consumption that happens on non-linear platforms.” Here’s to the full picture.