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Wednesday, 8 October 2008

How to take a great message and communicate it really badly

This is a real email, sent to key decision makers and clients by this organisation.

There's some really interesting news here, but its power is muted and stifled by the delivery. Have a read, and see how good you think it is......

Dear :
I wanted to take the opportunity to share with you my excitement about our plans for mobile media measurement. As you may recall, we acquired M:Metrics, the leading mobile media measurement company, last May and have been tirelessly working to expand our mobile measurement and integrate M:Metrics’ mobile data into the comScore product suite.

In less than five months, we have fully integrated the M:Metrics data collection within the comScore infrastructure to leverage the scale and power of our platform. Data from the M:Metrics panel of metered smartphone users is currently viewable in the Media Metrix interface. On October 20, you will see the rest of the M:Metrics product suite side by side with PC web audience measurement within the MyMetrix interface, but that’s just beginning. Allow me to elaborate:

Expanding the World’s Only On-Device Mobile Behavioral Measurement
Always a leader in innovation, comScore has achieved another first in the measurement industry as the only firm to provide direct behavioral measures from the mobile device. For the past two years, M:Metrics has been metering mobile Internet usage on smartphones in the United States and United Kingdom. We are planning to dramatically expand this service in 2009 by adding the measurement of additional platforms, such as feature phones, the iPhone and BlackBerry. We have also committed to expanding the size of our metered panel to 5,000 by the end of the year, and 10,000 by the first half of 2009. This will allow comScore to provide reliable audience data for hundreds of mobile Internet sites, including metrics such as UV’s, page views, day of week, day part and session length. All of these data will be available in the MyMetrix interface and classified according to the comScore web dictionary.

Convergence is Power: PC/Mobile Overlap Panel
The recurring question for advertisers considering the mobile medium has been, “What is the incremental reach of mobile?” In the next two months, we plan to release data on mobile and web usage collected from the same people. Furthermore, we will have the first panel of people who have opted in to behavioral tracking on both their mobile phone and PC, by the end of the year. This panel will for the first time provide clients with a clear, behavioral-based view of the true reach of properties across both the PC and mobile channels. In addition to understanding the incremental reach of sites, we’ll also help clients compare mobile and online browsing behaviors, providing insight into sites and categories that have significant overlap versus those that have truly incremental users on one platform or another.
In the meantime, we have expanded our mobile survey to measure the audience for more than 300 mobile Web properties. These data are being collected in November, and will be available in the early part of December.

Leading in Innovation: Mobile Advertising Effectiveness
We are continuing to solidify our leadership position in behavioral measurement in the digital space by moving toward reporting on mobile advertising effectiveness using comScore’s patented on-device meter and by integrating mobile metrics across the comScore product portfolio, specifically Ad Metrix, Brand Metrix and Plan Metrix to enable true, behaviorally based advertising effectiveness metrics. Ultimately we’ll be able to provide our clients with the ability to measure the impact of advertising across both the mobile and online channels based on behavioral metrics, providing a true ROI measurement that the market has been requesting. Similar to the online advertising industry in the early 2000’s, the mobile advertising ecosystem needs independent, third-party measurement of traffic and advertising effectiveness to provide advertisers with the metrics necessary to continue to expand their mobile advertising spend.

We anticipate that clients will require additional support as we enhance these exciting new products. To ensure that we provide excellence in customer service we are immediately deploying a dedicated client service team that is fluent in all comScore and M:Metrics offerings. If you are interested in learning more about comScore’s mobile products, please contact your account manager.

Thank you for allowing me to convey my enthusiasm about our mobile product roadmap. We appreciate your support in our pursuit of innovation in digital media measurement.
Dr. Magid Abraham
CEO, comScore, Inc.

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