enhances the quality of brand engagement and also increases
the complexity of media planning and analysis by orders of
comScore VP of TV, cross-media solutions Joan FitzGerald said,
By leveraging comScores unique single-source multi-screen
measurement panel, we are radically reducing this complexity
of media planning by providing media companies with actionable
insights that can be used to determine how to effectively
reach their target audiences and optimize cross-media planning.
which measures the digital world, and the Coalition for Innovative
Media Measurement (CIMM) have released a research white paper
entitled How Multi-Screen Consumers Are Changing Media Dynamics,
revealing several new findings about the viewing habits of
consumers who engage with media brands across multiple touchpoints.