We use Comscore Xmedia within the media department of our agency. We basically use it to get a total audience view of measurement across …
The core use of comScore Xmedia was chiefly centralized and department-owned while concurrently being utilized by various stakeholders …
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Xmedia from Comscore is an audience measurement tool that allows marketers to analyze consumer engagement with TV and digital content, and identify overlap between audiences. Users can measure the reach of their ads across live television programming, video on demand, online streaming, web pages, and app channels. Xmedia is available only in the U.S.; outside of the U.S., Comscore partners with Kantar Media to provide similar capabilities.
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We use Comscore Xmedia within the media department of our agency. We basically use it to get a total audience view of measurement across multiple platforms. Ideally, we like to see platforms/buys holistically versus separated out by platform. This is a great tool for not only planning, but also reporting and delivery potential.
- Audience overlap reports.
- Consumer engagement with TV and digital.
- Analyzes media subsets.
- Overall platform interface.
- Faster reporting.
- More partners need to be added for analysis.
Comscore is one of the leaders in the space when it comes to cross-channel planning/reporting tools. They are priced less premium compared to other providers who have the same capabilities. I like how there is a single identifier for users where we can measure holistically across different media channels for publishers.
The core use of comScore Xmedia was chiefly centralized and department-owned while concurrently being utilized by various stakeholders from across the organization. Public-facing, brand-approved insights gleaned from the platform were primarily leveraged and evangelized by one or two key departments.
- Allows users to measure a total audience views across multiple platforms, and take those platform-specific views and convert them into a single, translatable metric.
- The platform presents the data so that a user is not only looking and inferring action or viewership across multiple platforms but through a single identifier that clarifies or makes sense of that cross-channel data.
- Allows you to slice up a single campaign and surmise how it will perform across various subsets of media.
- Initially, it was hard to detect how many people actually saw the ads (this was not the most intuitive element) but the product has continued to improve over time with more discernment.
- Could still improve the user interface, the overall comScore platform isn't the most user-friendly so it can be easy to get lost or go down a rabbit hole and not be clear on how to get back to a set of previous results or data.
- Reporting could have faster load times.
- Easier data visualization sorting or internal sharing options.
The ability to drill-down locally is incredibly insightful. As mobile and other channels continue to improve, so has the platform and its accompanying reporting features. Data could be released in a more timely fashion so the numbers are more current and in-line with real-time viewership.