Possibly one of the most useful pieces of information available to digital marketers for today’s marketing world is a multiplatform rankings report. Just at the end of last week, comScore released their multiplatform rankings results, and they have a lot to tell about the state of mobile in today’s most popular advertising platforms. All of the biggest names in marketing are represented in comScore’s report, and it gives marketers the information they need to decide between mobile and desktop advertising campaigns with each ad server.
From comScore’s reporting of their results:
The most notable change from traditional Media Metrix rankings are the overall audience increases for media properties with a measurable mobile presence; in some cases, these increases are substantial. Specifically, the Media Metrix Multi Platform view shows 10 properties reaching 100 million unique visitors compared to six in a non-multi-platform view, 28 properties reaching 50 million (vs. 19), 77 properties reaching 25 million (vs. 51), 223 reaching 10 million (vs. 171) and 410 reaching 5 million (vs. 334).
Mobile continues to grow with many of today’s most popular advertising servers, and unique visitors continue to go up as well. The world is further converting to a completely digital consumer base, which is great news for those marketers whose campaigns are almost entirely online. Here are some more key findings from the report:
- Google Sites ranked #1 was the only property to surpass 100 million unique visitors across both desktop and mobile channels.
- Facebook moved up one spot to #3 in the multi-platform rankings, and ranked as the top property in terms of total engagement in the mobile channel.
- Amazon, eBay and Walmart each reached at least 20 percent more visitors across platforms than via desktop alone.
- The most mobile-centric property in the ranking, Pandora, had an incremental reach of 164 percent and captured the #23 ranking, a full 38 positions higher than in the standard Media Metrix ranking.
- Twitter reached an incremental mobile audience of 54 percent, second only to Pandora on this list.
- ESPN had the second biggest jump in the rankings, ascending 4 positions to #19, with an incremental mobile audience of 36 percent.
It is probably no surprise that Google has ranked at the top of the list for unique visitors for both channels, nor is Facebook’s position on the list a surprise. What is significant is that Twitter and Pandora have both reached new heights with their mobile audiences, with the majority of their users on mobile devices now.
Effective marketing on mobile devices is growing in importance, as the world continues to go mobile. The entire list of sites by unique visitors on multiple platforms is available in comScore’s reporting of their findings, and it will give a lot of insight into the status of many of the more popular companies amongst marketers, in regard to their prominence by platform.
