ComScore launches cross-device measurement system in Vietnam

ComScore measurement system in VietnamComScore has launched a service in Vietnam to measure audiences across a range of digital devices, including desktop, smartphones and tablets.

The announcement:

Ho Chi Minh City, Vietnam, 21 October 2016 – comScore, Inc. (NASDAQ: SCOR), a leading cross-platform measurement company, today announced the launch of MMX Multi-Platform in Vietnam to measure unduplicated audiences across desktop computers, smartphones and tablets to account for today’s Total Digital Population.

The new service builds on comScore’s rich audience measurement solutions, including MMX, Mobile Metrix® and Video Metrix®, to provide holistic measurement of consumers’ media consumption habits across devices. comScore is sharing more details on this development today at the Mobile Marketing Association (MMA) Forum Vietnam during a presentation on Understanding and Measuring Digital Consumer Behaviour Across Devices in Vietnam.  

“We are excited to introduce MMX Multi-Platform in Vietnam and provide a comprehensive view of digital consumer behaviour across devices to the industry,” said Joe Nguyen, Senior Vice President, Asia Pacific at comScore. “This solution is especially critical in today’s fragmented digital landscape. We look forward to delivering new insights that agencies, advertisers and publishers can leverage to optimise their digital strategies.”

“Mobile and multi-platform usage is increasing across Asia Pacific,” said Rohit Dadwal, Managing Director, Asia Pacific of the MMA. “The launch of comScore MMX Multi-Platform in Vietnam is an important development. Not only will the industry gain valuable, trusted and actionable insights, primarily driven by the ever-increasing penetration and usage of mobile as the preferred device in Vietnam, the MMX Multi-Platform offering will help accelerate the growth of digital and especially mobile, which is now a dominant medium for marketing and advertising in Vietnam.”

MMX Multi-Platform Measures Holistic View Across Desktops, Smartphones and Tablets

comScore MMX Multi-Platform demonstrates total unduplicated audience reach across both desktop and mobile (smartphone and tablet) platforms, providing a single metric that accounts for publishers’ digital media audiences. This unduplicated view of behaviour is particularly important as consumers increasingly navigate digital content – including websites, videos and apps – between and across screens.

According to MMX Multi-Platform, the Total Digital Population in Vietnam reached 37.4 million unique visitors/viewers in August 2016 with 33 percent of that population accessing the Internet from both desktop and mobile platforms.

Total Digital Population from Desktop Computers and Mobile Devices in Vietnam
August 2016
Total Vietnam – Age 6+ on Desktop and Age 18+ on Mobile
Source: comScore MMX Multi-Platform
Total Unique Visitors/Viewers (000)
Total Digital Population* Desktop** Mobile***
Total Internet: Total Audience  37,397 23,838 25,914

Publishers: Tag to Ensure Inclusion in MMX Multi-Platform
As part of comScore’s commitment to a global rollout, MMX Multi-Platform in Vietnam leverages comScore’s census-based methodology that enables in-market mobile measurement without the need for a traditional mobile panel. The output delivers person-centric measurement for tagged entities. Publishers looking to understand and monetise their mobile audiences can improve their measurement by ensuring complete implementation of tagging for all pages and apps. Only tagged entities can be featured in the comScore rankings due to this census-only approach. Properties which only tag some of their assets (e.g. website but not app) or partially tag (e.g. homepage only) will only be measured on those tagged assets, which will have an impact on the total reported metrics of their entity.

Source: press release


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