comScore Debuts Mobile Device Depth Tool

Online measurement firm comScore has unveiled a tool which combines reported mobile behavior measurement with mobile device ownership information, to provide marketers with attitudinal, lifestyle and product usage information data.

The new comScore Plan Metrix Mobile solution offers insight into the mobile consumer including technology ownership and usage, expanded demographic profiles, lifestyle, attitudinal, product purchase and offline media consumption data.

This, the firm says, enables mobile marketers to identify a set of mobile web properties that meet target demographic and psychographic requirements across areas such as purchasing habits and media consumption.

It has been designed to help advertisers and agencies build media plans and campaigns based on an understanding of the target audience's on-device and off-device behavior.

'It's increasingly important for media planners to understand more sophisticated audience characteristics to effectively reach consumers on their mobile devices,' said Evan Neufeld, VP and Senior Analyst of Mobile. 'Our new tool enables media planners and buyers to target mobile consumers, as well as provide insight into the role that device ownership characteristics play in consumer targeting.'

comScore was recently selected by GSMA - the trade association for mobile operators - to be its partner for its Mobile Media Metrics (MMM) audience measurement service, designed to define common metrics and measurements for mobile advertising.

Web site: www.comscore.com .