comScore in partnership to expand cross-platform measurement services
Reston, Va. — comScore has entered into a partnership with the Coalition for Innovative Media Measurement (CIMM) to expand its cross-platform measurement service that provides a continuous view and measurement of media usage across TV, radio, desktop, smartphone and mobile.
This next phase will allow media companies, marketers and advertising agencies the opportunity to measure things such as multi-platform advertising, mobile video, time-shifted viewing such as DVR playback and children’s viewing.
According to comScore, the innovations build upon the firm’s methods of addressing the cross-platform measurement challenge during its initial phase, known as Project Blueprint. The initial proof of concept, done in collaboration with Arbitron and ESPN, expanded comScore’s existing multi-platform audience de-duplication methodology for desktop, smartphone and tablet Internet usage to TV and radio in order to deliver the industry’s first unified view of these five major media platforms.
“In teaming with CIMM and our other collaborators, we look forward to expanding our cross-platform measurement service to help solve the media industry’s foremost challenge of measuring audiences for content and advertising in today’s multi-platform world,” said comScore president Serge Matta. “The expansion of this service seeks to address some of the more important challenges, such as multi-platform ad exposure and measurement of mobile video and time-shifted video. With accurate accounting of media consumption at a granular level across all the major media platforms, brands will now have the opportunity to understand their audiences in a more holistic fashion.”
Digital Future director predicts Facebook decline
Facebook just reported record levels of user engagement along with fourth quarter sales and profits that blew away forecasts, but a new study offers a more measured view of the social media network’s longer term prospects.
The director of the USC Annenberg Center for the Digital Future Jeffrey Coles and the research firm Bovitz conducted a survey last fall in which one third of respondents said they will be using Facebook less in five years.
"While many users say they will use Facebook less, the service will continue to be a primary communications tool for large numbers of users," said Greg Bovitz, president of Bovitz and a senior fellow at the Center for the Digital Future. "We anticipate that Facebook will continue to serve as an ‘online watering hole’ — a place where users can coordinate their communications, stay in touch with friends and groups, create events, and build a comprehensive personal online presence — in a way that microblogs currently can’t.”
According to Cole, the growth of Twitter and Instagram show that users are eager to get their voices out there in a quick and engaging way. Social media users, teens and Millennials especially, are craving to be heard and microblogs like Twitter, Instagram, and Tumblr are becoming the most powerful way to deliver their messages.
“It’s all about having a highly visible personal presence online that can be communicated quickly, if anyone is listening,” Cole said.
According to Cole, the survey’s findings reinforce his earlier predictions about erosion in the use of mass-market social media sites by young audiences. For example, in 2005, Cole said he predicted that the young user base at MySpace would decline and in 2010 he said Facebook would continue to grow for at least five years while losing some of its appeal with young audiences.
Facebook won’t collapse as a social platform as MySpace did, according to Cole, since it now has more than one billion users and should reach at least 1.5 billion users with especially strong growth in developing countries.
"Facebook paid $1 billion for Instagram and unsuccessfully offered $3 billion for Snapchat," said Cole. "If Facebook wants to maintain its dominance among teenagers, it will have to continue to open its checkbook and write multi-billion dollar checks."
Instead of being the primary social media site for trendsetters, Cole said, "Facebook will become the phone directory for the planet. Young users will to go to Facebook as the place where they communicate with their families, and as the site where they search for someone. Then users will move that relationship to a smaller online community, such as a microblog."
Diane Sullivan steps into CEO role at Brown Shoe Company
Diane Sullivan is now CEO, president and chairman of the board of Brown Shoe Company. The company’s board of directors appointed her as chairman last June, and her new role became effective Feb. 2.
Sullivan was named president and CEO in May 2011. Since that time she has been focused on aligning the company’s brands and businesses with both its mission and strategic financial goals. During the past two years, Brown Shoe Company has made great strides in its portfolio realignment efforts at the infrastructure, retail and brand levels, which has led to a significant improvement in shareholder value.
Sullivan joined Brown Shoe Company in 2004 as president and assumed the additional role of chief operating officer in 2006. She was elected to Brown Shoe Company’s board of directors in 2007. Prior to Brown Shoe Company, she worked at the Stride Rite Corporation, where she served as president and chief operating officer of the corporation and as a member of the board of directors. From there, Sullivan went to Phillips-Van Heusen as vice chairman of footwear before joining Brown Shoe Company. In addition to serving on several footwear industry boards, Sullivan is currently on the boards of BJC HealthCare and Enterprise Holdings, as well as the board of trustees at Washington University.