MARKETING/SOCIAL MEDIA

Report: Responsive design is tactical approach to mobility

BY Dan Berthiaume

San Francisco – More than 70% of time on responsive web design (RWD) is spent on the back end in areas such as integration and infrastructure. According to a new report from Moovweb and Forrester Research, 63% of 146 surveyed U.S. companies using RWD today believe that this technique is not suitable for long-term use, suggesting that RWD is largely viewed as a short-term, tactical approach to enterprise mobility.

In addition, only 14% of responsive projects went beyond their budget, well below industry, average. At the same time, 37% had to cut scope to deliver on budget, which is significantly higher than the average. And more than 60% of development teams viewed their current mobile strategy as sufficient for now, but not for the future

“Tactical approaches [to mobility] are no longer sustainable, especially as more strategic methodologies like responsive delivery emerge that can underpin a comprehensive enterprise weight delivery of mobile experiences,” said Jeffrey Hammond, principal analyst for Forrester Research. “There’s considerable value in pre-existing business logic from your company’s traditional website (and other existing systems). It’s already tested and secured, and it can be opened up to the mobile channel.

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News

comScore in partnership to expand cross-platform measurement services

BY Staff Writer

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.”

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STORE SPACES

Api(+) expands staff

BY Staff Writer

Tampa, Fla. — Retail architecture and design firm api(+) announced the appointment of John Ziebarth as studio director for its food service group. He was most recently brand design manager for the specialty restaurant group at Darden Restaurants, Orlando, Fla.

As studio director for api(+)’s food service group, Ziebarth, a registered architect, will lead brand strategy design, construction documentation and construction administration services. He brings 22 years of professional experience in branding and project management for high-end restaurants including Eddie V’s and The Capital Grille, as well as food retail, hospitality, and specialty retail.

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