comScore launches multi-platform measurement in Vietnam
comScore, has launched its MMX Multi-Platform in Vietnam to measure unduplicated audiences across desktop computers, smartphones and tablets to account for today’s Total Digital Population. The new service builds on comScore’s rich audience measurement solutions, including MMX, Mobile Metrix® and Video Metrix®, to provide holistic measurement of consumers’ media consumption habits across devices.
“We are excited to introduce MMX Multi-Platform in Vietnam and provide a comprehensive view of digital consumer behaviour across devices to the industry. This solution is especially critical in today’s fragmented digital landscape. We look forward to delivering new insights that agencies, advertisers and publishers can leverage to optimise their digital strategies,” said Joe Nguyen, Senior Vice President, Asia Pacific at comScore.
“Mobile and multi-platform usage is increasing across Asia Pacific. The launch of comScore MMX Multi-Platform in Vietnam is an important development. Not only will the industry gain valuable, trusted and actionable insights, primarily driven by the ever-increasing penetration and usage of mobile as the preferred device in Vietnam, the MMX Multi-Platform offering will help accelerate the growth of digital and especially mobile, which is now a dominant medium for marketing and advertising in Vietnam,” said Rohit Dadwal, Managing Director, Asia Pacific of the MMA.
comScore MMX Multi-Platform demonstrates total unduplicated audience reach across both desktop and mobile (smartphone and tablet) platforms, providing a single metric that accounts for publishers’ digital media audiences. This unduplicated view of behaviour is particularly important as consumers increasingly navigate digital content – including websites, videos and apps – between and across screens.
According to MMX Multi-Platform, the total digital population in Vietnam reached 37.4 million unique visitors/viewers in August 2016 with 33 per cent of that population accessing the Internet from both desktop and mobile platforms.
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