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SBD/November 8, 2012/Events and Attractions
SMT Conference: Brands Evaluating Return Of Digital Spend On Objectives
Published November 8, 2012
CREATING A CROSS-PLATFORM MEASUREMENT SYSTEM: Recognizing the limitations of digital measurement, ESPN VP Digital Media Research & Analytics David Coletti noted that ESPN recently partnered with ComScore and Arbitron to create a measurement tool for radio, television, mobile phones, tablets and desktop computers that everyone could use in hopes that brands would have a reliable, cross-platform-measurement system. Measuring mobile traffic has been the most difficult for ESPN and others to do because the device being used varies from visitor to visitor. Coletti said, “It matters a great deal if you’re on an iPhone or Android device. It is something we absolutely have to solve. For example, on an NFL Sunday the last two months we’re seeing a 50-50 split between desktop and laptop traffic and mobile and tablet access. It’s imperative on us as an industry to get the measurement right to the extent we can because, for the ad community, I assume they need justification to make these investments.”
See the conference's full agenda and read more in our dedicated SMT blog.