comScore Mobile Metrix launches in Indonesia

Global media measurement and analytics company comScore has launched two initiatives to expand mobile audience measurement in Indonesia.The firm has activated its syndicated Mobile Metrix solution and introduced a joint mobile panel development with market research company Kantar, which will fuel mobile and cross-media audience measurement in the future.The introduction of comScore’s census-based Mobile Metrix in Indonesia allows for reporting of mobile browser and app audiences on smartphones and tablets for tagged publishers. This service helps publishers to demonstrate the size and value of their mobile audiences to advertisers, and helps media planners and buyers to better evaluate advertising opportunities on mobile devices.Tim Kelsall, Kantar chief client officer, Asia Pacific, said: “ The joint building of mobile panels in Indonesia will enable both comScore and Kantar to bring services to market faster, and is an important step forward for the future development of cross-media audience and campaign measurement.”“Starting today, agencies, advertisers and publishers can leverage comScore Mobile Metrix to better inform media buying and selling strategies. As we look to the future, our work with Kantar to jointly build mobile panels will further advance mobile, multi-platform and cross-media measurement to benefit the entire industry,” Kerry J Brown (pictured), comScore vice president, Southeast Asia, said.In Asia Pacific, Mobile Metrix is available in 12 markets in addition to Indonesia.