comScore and CTR Market Research announced upgrades to comScore MMX Multi-Platform and Mobile Metrix in China with the introduction of mobile consumer panel data powered by CTR.
The introduction of Android smartphone panel data for application reporting expands comScore’s measurement of mobile audiences in China to enable more reporting of visitation, engagement and demographics.
With the introduction of mobile consumer panel data powered by CTR, the enhanced comScore MMX Multi-Platform and Mobile Metrix combine data from desktop and mobile consumer panels, with data from the comScore census network.
“As part of our continued commitment to improve data accuracy and adapt to the rapid growth of mobile usage in China, we are delighted to announce these significant product enhancements that come as a result of our close partnership with CTR,” said Huang Xinyu (pictured), SVP and managing director of Greater China at comScore.
“With the rapid development of digital marketing, advertisers are paying more attention to objective and fair measurement of effectiveness. CTR, owning currency products and a recognised third party within the industry, will further expand such advantages to digital marketing represented by mobile, OTT and cross-platform communication,” said Xu Lijun, executive director and president of CTR.
In the coming months, comScore will also introduce advanced mobile measurement in Malaysia, France, Germany and Argentina.