Momentum in Mexico: New Measurement and Partnership Offerings Come to Market

This evolving market requires evolving measurement that will help advertisers, agencies and publishers alike benefit from the new opportunities of today and better plan for tomorrow. To answer the industry’s call, we have brought to market several new and exciting solutions in the past few months to help our clients navigate and succeed in this new environment.

Multi-Platform Measurement Becomes a Reality

In April, we announced the launch of MMX Multi-Platform in Mexico, which is the answer to the market´s need to understand unduplicated audiences across desktop, smartphone and tablets, providing a single metric that accounts for publishers’ digital media audiences. This unduplicated view of behavior is particularly important as consumers increasingly navigate digital content – including websites, videos and apps – across screens.

The service helps publishers demonstrate the true value of multi-platform audiences and engagement, while offering advertisers and their agencies the opportunity to refine reach and frequency strategies across devices while extending reach and engagement levels. MMX Multi-Platform is available now in Mexico and will help clients understand each site/app´s consumer as a unique digital entity.

To make multi-platform measurement a reality in Mexico, Comscore has invested in a new enumeration source accredited by Consejo de Investigación de Medios (CIM), and reviewed by COTAE. Through this measurement, MMX Multi-Platform is able to provide an unduplicated number of desktop and mobile users. This figure amounts to 55.7 million users in March 2016 data for people 6+ years and older that visited the Internet from a desktop located at their workplace or household in the last 30 days, and people 18+ years that did the same from an iOS or Android smartphone or tablet.

Tagging with Comscore ensures your site and/or app is fully represented in our rankings to help you attract advertising investment. To learn more and to start tagging with Comscore, please visit Comscore Direct.

New Methodology Enhancements

Since March 2016 data, Comscore Mexico has been working with CIT methodology, which improves audience measurement based on the usage intensity of web visitors among different content categories. This new approach is especially beneficial for entities that are not full unified. However, if your site is already unified, then Comscore MMX comprehensive measurement for audiences, pages and time was delivered from the moment you tagged.

These characteristics, together with the new enumeration study, have increased the total Mexico desktop population to 42.3 million users with March 2016 data release.

New Partnerships with Auditsa and EGM Ipsos to Connect Online and Offline Activity

Two notable partnerships were also announced recently in Mexico with Audista and EGM Ipsos with the goal to better connect online and offline insights to help clients gain a more holistic view of their consumers.

First, Comscore Mexico joined efforts with Auditsa to understand advertising investment across platforms including TV, radio and internet. For each advertiser, offline advertising spend data will be delivered by Auditsa and online data via Comscore Ad Metrix. This holistic approach gives advertisers and their agencies a total view of their advertising share in a single platform for sound decision making, while arming publishers with actionable insight to better inform their commercial strategy. This data will be made available for the first time later this month.

Further on the partnership front, Comscore and EGM Ipsos have teamed up to combine their online and offline datasets to provide clients with new insights into the offline consumption and media habits of their online audiences. The fused solution will help clients:

• Simulate cross-media planning by seeing how digital can extend reach of offline campaigns.
• Understand offline and online consumption habits of Mexican consumers and their exposure to a variety of media.
• Provide more granular segmentation of consumers by cities, regions and socioeconomic grade.
• Deliver insight into the purchase habits of consumers as well as a variety of other activities including their transportation and entertainment habits.

The fused dataset from Comscore and EGM Ipsos will be made available in June 2016. If you want to contact us, please click here.

Comscore and Millward Brown Team Up for Advertising Effectiveness Measurement

To maximise digital advertising, brands, agencies and publishers alike need comprehensive measurement to understand and optimise ads and inventory.

To help assess the full value of digital advertising, Comscore and Millward Brown have partnered in Mexico, and in markets across the globe, to deliver best-in-class measurement from campaign delivery to consumer impact. The partnership delivers solutions that help clients answer key questions such as if their ads were viewable by real people, if their advertising impacted brand perception and if ad-exposed audiences took online action.

What makes the partnership especially powerful is the ability to understand how validated impressions – those ads seen by actual people – directly impacted brand perceptions and action in order to help advertisers understand the true value of digital advertising. This joint solution is already available in the Mexican market and you can learn more about the partnership here.

2016 has already been an exciting year for Comscore in Mexico with new products and new partnerships underway to help our clients take advantage of the many opportunities our robust digital market offers. We look forward to seeing these new initiatives take shape and to further future innovations in measurement.