Comscore this month announced the addition of social incremental audiences to its Media Metrix Multi-Platform suite. This new enhancement enables publishers and brands to measure their comprehensive total digital population across desktop, mobile, and social, providing a complete view of their audiences and their reach.
Comscore says the social incremental methodology uses a privacy-first approach to deduplicate audiences across platforms, giving publishers and brands a more accurate picture of their true reach. According to Comscore, social incremental audiences are especially important as social media platforms continue to grow in importance, with many users now consuming content across multiple platforms.
The new Social Incremental enhancement is already being used by publishers and brands, including Bustle Digital Group, BuzzFeed, and iHeartMedia.
Brands, agencies, and publishers can tap into Comscore's expanded metrics for audience overlap analysis, combined total audience reach, deduplicated social reach, and customer centric reporting to inform decision making. Comscore's Digital Industry Rankings will now report on the traffic inclusive of Social for entities that have worked with Comscore to activate this complete measurement.
Key benefits of Comscore's Social Incremental Audiences
- Complete view of digital audiences: Measure audience reach across desktop, mobile, and social in a single place.
- Privacy-first approach: Comscore's methodology uses a privacy-first approach to deduplicate audiences across platforms.
- Actionable insights: Gain insights into audiences and their behavior to inform your media strategy, planning, and execution.
Use cases for Comscore's Social Incremental Audiences
- Audience overlap analysis: Understand which audiences overlap across different platforms and how to best reach them.
- Combined total audience reach: Measure the total audience reach across all platforms, including social.
- Deduplicated social reach: Measure the unique social reach without double counting followers across different platforms.
- Customer centric reporting: Get a complete view of customers' journey across all platforms.