Another impressive leap: Its Media Metrix Multi-Platform (MMX MP) service, which typically onboards about 40 clients per quarter, brought on 92 new ones, bringing its total count to 652. Two-thirds of those customers also bought the company’s Mobile Metrix and/or Video Metrix products, the company claimed.
To recap, Media Metrix used to focus primarily on desktop. ComScore’s integration of mobile ad network data in May was the basis for its Mobile Metrix reporting tool.
“[The recent spike is] all happening because of mobile,” Matta said. “Clients are buying our mobile product on a worldwide basis.” That said, he wasn’t sure if this spike was an anomaly or the new normal.
Matta also played lip service to rival Nielsen’s attempt at cross-platform measurement, which it is attempting to execute via a partnership with Adobe. “Their relationship with Adobe is still in the early stages, but rest assured, we’re not ignoring them,” he said.
ComScore’s own solution, called Xmedia, is available today and is designed to provide – according to an earnings slide deck – “unduplicated audience measurement across TV content and digital media in a single tool.”
Despite its release, it’s still early days. Cross-platform measurement, Matta said, isn’t an “overnight solution.”
“We’re working on a census-based solution leveraging our digital data and massive amounts of set-top box data,” he said, alluding to partnerships with Rentrak, Kantar and others.
He emphasized that comScore is coming up with a solution that isn’t strictly panel-based (Nielsen is renowned for the power of its panels), and includes data from multiple sources.
“In terms of adoption, it’s still early innings,” Matta said. The sales cycles for products like Xmedia also tend to be long, from six to nine months. And for comScore to be successful, it will need adoption from both big broadcasters and agencies.
“We have existing relationships with all those constituencies, but time will tell,” Matta said. “We feel we have a unique, differentiated solution, but it’ll take time. I won’t say that suddenly Xmedia will be a $100 million business. Over time it will be, but not for another couple of years.”