Source: Comscore insights
Apple now has over 1.4 million apps. The bad news is that it's very hard to get your app to stand out as usage is very concentrated (see below). 40% of the time spent on your phone is social networking and games.
Getting an app out there is competitive and so is the general battle for eyeballs. Time spent on devices is moving to mobile and more television viewing is shifting online. We think a business that measures these changes is a better way to participate in this growth. SCOR has the opportunity to leverage its online measurement to measure TV viewing across device and as it moves online. The increasing adoption of internet TV and watching on mobile devices means that traditional TV measurement no longer makes sense.
Measurement less exciting but with more potential
Media companies are voicing concern that current measurement systems (mainly Nielsen) are not making enough changes to measurement when viewing habits have changed. Given the measurement limitations they are leaving precious advertising revenue on the table when online viewing is not included. Nearly every media conference call involves some comment or complaint about television measurement in an internet world. This change creates an opportunity for someone to crack the cross media device code.
Source: Comscore 4Q presentation
Doing what your customers want
Customers are asking SCOR for a solution. They believe they can accomplish cross-measurement best in a recently announced strategic alliance with Kantar (see above). Kantar is the leader in TV measurement outside the US and is owned by WPP. This alliance will aid SCOR's expansion overseas combining Kantar's overseas TV assets and SCOR's digital measurement business providing a world class cross media measurement system. Everyone is watching media on TV, phones, tablets and desktops, media companies are asking for it and now we have someone to measure it.
Jason
Disclosure: Decisive has a long position in Comscore (SCOR) stock.
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