Earlier today, we announced the industry’s first unduplicated GRP and viewability solution for mobile advertising. This enhancement to Comscore validated Campaign Essentials™ (vCE®) includes daily unduplicated reporting of audience delivery and validation metrics across mobile and desktop, which are now available in a single reporting interface to all clients. The enhanced mobile campaign reporting through vCE accounts for both smartphones and tablets, and incorporates viewability insights for mobile browser and in-app ads.
Over the past year, we have been working with select clients to deliver mobile audience delivery data – including reach, frequency and GRPs – as part of a charter study. In partnership with our charter clients, we’re excited to share an aggregated view of some of the findings* which are based on more than 850 million gross impressions across a range of 10 clients:
These insights highlight the value of mobile advertising, particularly in the context of and in relation to desktop ads. With daily audience and viewability reporting of mobile ads through vCE, marketers now have a single, comprehensive view of digital campaign performance, whether their ads appear on desktop or mobile. This enables them to holistically plan, measure, evaluate and optimize their campaigns in a single tool, with a single view. To learn more about this solution: contact us
*Note: While the above generalized comparisons provide useful insight into the relative performance of desktop vs. mobile, it should be noted that the mobile data should not be interpreted as true normative insights given the size and representativeness of the mobile charter data. Comscore will soon be releasing mobile norms so that clients better understand the relative performance of their campaigns across both mobile and desktop.