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comScore to maintain score with Google for NBC
Cross media measurement may be the next big opportunity for us as advertisers want to know how these different screens are used to consume content,[link widoczny dla zalogowanych], he explained.
Among the first cross media measurement experiment is going to be seen at the London Olympics he explained. "We,[link widoczny dla zalogowanych], Comscore and Google, have just received a large contract from NBC to measure how individuals are going to be watching the Olympics across multiple screens. This really is going to be huge, on a global scale," he told Business Line about the sidelines of Adtech, the large internet marketing summit happening in Gurgaon.
"If I'm watching a meeting on my small mobile and a little afterwards TV then the advertiser really wants to know that I'm the same person and not two differing people,[link widoczny dla zalogowanych]," he says,[link widoczny dla zalogowanych], pointing out the experiment throughout the Olympics will tell the advertiser exactly this piece of data.
"Can you think of the rate where consumption on these devices is exploding," he exclaims. "Google activates in a day 750,000 Android devices - per day,[link widoczny dla zalogowanych], actually. On December 25 and 26,[link widoczny dla zalogowanych], they activated 3.75 million devices in 2 days. To help you imagine what a challenge it's for all of us to measure all of this."
Same with this the finish of guesswork in advertising - the famous saying in marketing was previously that only Half of advertising hit the target,[link widoczny dla zalogowanych], rest was wasted.
"It was a good saying," responds Mr Fulgoni. "In India,[link widoczny dla zalogowanych], only two out of every thousand campaign is clicked on. But, the press rate is used like a measure here since it is cheap, simple and fast. But it is not accurate. What instead is really a more accurate is through people's behaviour and that we can perform that through our panel," he admits that.
comScore entered India two years ago, but based on Mr Fulgoni,[link widoczny dla zalogowanych], is already the largest growth country for that measurement company. "It's ahead even of China," he admits that.
The internet advertising market here's growing at 40 percent annually he says, with Internet penetration rate growing at 13 per cent,[link widoczny dla zalogowanych], it''s likely to be a thrilling marketplace for the organization - nascent though still the digital marketing environment here is still.
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