comScore Inc has introduced comScore Conversational Media Report, a new service that provides enhanced worldwide measurement of the audiences for blogging sites in the burgeoning conversational media space, which includes mainstream and niche blogs and social networking sites.
In publishing a comprehensive reporting of audience behaviour for conversational media sites, comScore is again leading the industry – as it did in providing the first measurement of emerging technologies such as video streaming and widgets, a company release claimed.
Following extensive collaboration with Federated Media Publishing, which works with more than 140 influential conversational Web sites and marketers, comScore has implemented a custom weighting and projection system to assure that the reporting of this category properly reflects the characteristics of the visitors to blogging sites across a wide range of topics and interests.
The comScore Conversational Media report will be available as a custom report within comScore’s MyMetrix interface. comScore’s new data projections pertain to the worldwide Internet audience and do not affect any site categories beyond Conversational Media.
“With the creation and consumption of user generated Web 2.0 content continuing to grow at a rapid pace, our customers are requesting expanded reporting of consumer usage,” commented Magid Abraham, CEO and co-founder of comScore. “The comScore Conversational Media Report gives the most comprehensive and accurate view of this market by properly accounting for heavy users of blogging sites. This report is the latest example of comScore innovation in response to the challenges of measuring the Web 2.0 universe, and we’re delighted to be collaborating with Federated Media on this important measurement initiative.”
“We’re very excited that comScore has released the Conversational Media Report, providing the most accurate worldwide audience estimates for the conversational media space,” said John Battelle, founder and CEO of Federated Media. “comScore has stepped up to the plate and delivered on this complex and important audience measurement challenge, and we’re pleased that they asked for our help.”
For marketers, the new Conversational Media report opens the door to an exciting new place for them to reach and interact with their audiences.
Casey Jones, VP Marketing at Dell Corporation commented: “The most insightful marketers in the world have always recognised that building a great brand starts with a conversation and succeeds based on the quality of that conversation – conversations with customers, potential customers, influencers, the press, and the supply and demand chain. Everyone. It’s only now, in this time, that technology has enabled our marketing ears to become finely tuned. We hear things that were never audible to us. Our customers hear us, even our whispers, in high-fidelity surround sound. It is time for new tools that allow all of us to measure and understand the value and the impact of those conversations.”
“Technology has enabled a borderless and real-time means of communication. As this becomes more pervasive and mainstream, it is critical for the marketing industry to understand and track these conversations to help inform investment decisions that engage consumers in unexpected and captivating ways,” said Laura Desmond, CEO, Starcom MediaVest Group, The Americas. “Initiatives like comScore’s Conversational Media report will help advance our industry towards a more accountable approach to understanding and leveraging conversation marketing in the online space. I'm excited about its potential.”
