New Unified View of Desktop and Mobile Audiences Enables Analysis and Planning with Advanced Audiences that Go Beyond Age/Gender Demographics
comScore introduced Plan Metrix Multi-Platform, a major advancement in comScore’s psychographic digital media planning tool. Plan Metrix Multi-Platform combines consumers’ desktop and mobile behavior with detailed information about their lifestyles, interests, attitudes, demographics, and behaviors. The enhanced product offering is the first milestone in a broader comScore initiative to radically expand the availability and utility of advanced audience segments in its products.
“Age and gender demographics are a great starting point for audience analysis, but there is clearly an increasing demand for advanced audience descriptors for use in media planning and buying. Plan Metrix has always given our clients valuable intelligence about their audiences, and this newly unified view of desktop and mobile provides insight that is even better aligned with how digital media is analyzed and planned today,” said Nick Tabbal, senior vice president of digital audience at comScore.
The introduction of multi-platform data further aligns Plan Metrix reporting with comScore’s flagship digital audience product, Media Metrix Multi-Platform. Publishers who already use multi-platform audience data to articulate the size and demographic composition of their audiences now have a parallel data set that provides deeper intelligence on the interest, lifestyles, and behaviors of these same audiences.
Melissa Menda, Director, Marketing Strategy and Insights, New York Post, added, “With the majority of our sites’ visitors coming from mobile platforms, it is essential to have robust demographic, behavioral and psychographic metrics of our audience across all devices. Plan Metrix Multi-Platform will enable us to demonstrate a comprehensive view of our audience in its entirety to our advertising partners.”
Plan Metrix Multi-Platform reports nearly 4,000 different attributes across a range of lifestyle interests and activities, including automotive, beauty, electronics/computers, financial, food and beverage, health, home and living, retail and apparel, sports and leisure, travel, clothes and fashion, and more.