Compete, Ground Truth Measure Two-Screen Tracking

Computer-and-Phone

Web measurement outfit Compete and mobile analytics firm Ground Truth have teamed up to provide a dual-screen tracking service to compare consumer habits across both online and mobile platforms.

The new offering promises publishers and advertisers a window on user behavior as people alternate between PC and mobile screens to browse, search, shop or connect on social networks.

"Today, you absolutely must view digital consumers holistically, otherwise you're designing campaigns, buying media and doing vital brand research with only a partial picture of your consumers," stated Scott Ernst, president of Kantar Media-owned Compete.

Combining the company's panel-based Web research with Ground Truth's mobile data gathered from a range of sources, the new service will allow marketers to merge demographic and behavioral data while helping reduce duplication in tracking across screens. For publishers, the two-screen view would help them measure mobile audiences and interaction alongside other digital and traditional media properties to better evaluate their investments across channels.

According to Kantar's TNS Mobile Life 2011 study, mobile data use has picked up significantly in the last year. The number of mobile Web users visiting social networking sites, for instance, increased more than 50%.

Nearly one-third (31%) of smartphone owners search for coupons on their devices at least three or four times a month, and more than a quarter use a mobile barcode scanner while shopping, according to Compete.

The new analytics service rolled out by Compete and Ground Truth follows on the heels of comScore unveiling its Media Metrix Total Universe report, providing total traffic measurement across mobile phones, apps, tablets, and shared computers, as well as on the traditional Web.

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