“If I were a website,
Yubby dibby dibby dibby dibby dibby dibby dum.”
-Tevye, Fiddler on the Roof
This week, comScore released its monthly ranking of U.S. online activity at the top digital media properties for February 2016 based on data from the comScore Media Metrix® and Media Metrix® Multi-Platform services, and it sparked an interesting “what if” conversation here at LiveIntent:
What if LiveIntent was a website?
Because, if that were the case, LiveIntent would be the number 11 most visited site in the entire United States – right between Mode Media and Turner Digital, this month. With a unique audience of 130MM strong and counting. Now, before we dive any deeper down this rabbit hole, let us acknowledge: we know LiveIntent is not a website. We have a website, but we are not a website.*
But that’s also not really the point. So, please pause a second before sending that snarky email.
The main source of this data – Media Metrix Multi-Platform – is built on the idea that “Knowing the size of your website’s audience simply isn’t sufficient in today’s fragmented, multi-platform digital media environment.” The rankings account for in-app and video content, as well. The rankings acknowledge that they are not solely about “website traffic” anymore – the rankings are about audience. Modern measurement is about knowing how many people you reach with your content, regardless of where or when they engage with it. And if you’re just looking at audience, we’re right up there with the biggest and the baddest: Google. Facebook. Amazon. Apple.
What these giants have are audiences. Exclusive, massive, measurable, active audiences. People that love and use their various platforms every day, on every device. And these platforms provide a means for marketers to reach these people when they engage with those platforms.
Much like LiveIntent empowers marketers to do, every single time someone opens up an email. Not email clients. But actual emails. Emails that 130MM people have not only signed up to receive, but actually read and love. The “in-email” audience, an audience that’s always accessible, opening emails everywhere they go on every device they own. And the LiveIntent platform is the only way to access this audience, at scale, across every device, regardless of email client or app.
Sure. We’re not a website. But I would argue that neither is Google. Or Facebook. Or Amazon. Or Apple. Not really. They are platforms. And they’re the future of business.
OK, you can send the snarky emails now.
*We just gave it a total makeover, so if you haven’t checked it out yet, you should.
