Agreeing the approach for internet audience measurement research is no easy task. Each country that has created a standardised industry currency for internet audience measurement has worked through a painstaking process of agreeing standards and setting up tenders. Now in the UK – one of the most advanced approaches – comScore look set to replace Neilsen. Here’s why…
Online audience measurement organisation UKOM has agreed a three-year deal for comScore to provide UK media metrics data when its current contract with Neilsen ends next year.
The selection of comScore followed an open tender and rigorous six-month selection process by UKOM, which is jointly owned by the AOP and IAB, and governed by a cross-industry board with representatives of the IAB, AOP, ISBA and IPA. UKOM collectively represents the media measurement interests of the UK’s leading digital publishers, advertisers and agencies.
comScore will become the exclusive supplier of data for UKOM in January 2013 and the contract will continue for three years.
“comScore is delighted to be selected by UKOM as the standard for online measurement in the UK,” said Dr. Magid M. Abraham, President and CEO of comScore. “Following our selection in Spain and the Netherlands, comScore will be the official online audience currency in three of the largest digital advertising markets in Europe, which collectively represent €1.7 billion ($2.2 billion) in display advertising. We are pleased with this recognition of our commitment to the region and endorsement of our continued investment and innovation in digital audience measurement. Our aim is to develop analytics that support the industry, increase trust in digital channels and provide a much-needed comparability to other media.”
UK Industry Endorsement
“Advertisers need measurement that makes sense and is easier to compare across other marketing channels,” says Bob Wootton, director of Media Affairs, Incorporated Society of British Advertisers (ISBA). “We’re excited to see the new measurement capabilities that comScore will deliver in 2013.”
Patrick Hourihan, Head of Research, Yahoo! UK says: “Yahoo! have been a long standing partner of comScore in the measurement of our global internet audiences, as we believe effective measurement across key channels, online, video and mobile is key to the future of digital media. We welcome the news of comScore’s appointment as the official 2013 partner for UKOM and look forward to our continued partnership with them.”
“The selection by UKOM will continue comScore’s long-standing relationship with the UK’s largest agencies,” says Scott Thompson, Digital Research Manager at Starcom MediaVest Group. “We welcome comScore’s willingness to be accountable to the industry, and their transparency regarding their methodology.”
Specific Media MD Colin Petrie-Norris says: “We are delighted to learn of comScore’s adoption from 2013 by the digital industry. comScore’s history of innovation across online and mobile audience measurement is well respected and we look forward to a strong partnership.”
