Mobile Internet Measurement System Launched in France

French audience measurement firm Médiamétrie has launched a quarterly service, which provides ratings for sites, portals and applications viewed via mobile Internet technology.

Médiamétrie has developed the system in partnership with the AFMM (French Mobile Multimedia Association), mobile operators (Bouygues Telecom, Orange and SFR), and advertising participants (UDA, UDECAM, Geste, SRI, MMA and Acsel), who originally linked up early last year.

The system is based on the anonymous collection of Internet connection data from all mobile phones on the networks of the three operators, and a representative panel of 10,000 mobile web users.

This hybrid solution includes Internet use from cellular phones via mobile communication networks (GPRS / UMTS), and measures web site audiences, whether or not the sites have been adapted for mobile viewing, and interactive mobile applications connected to the operator's network.

This takes into account all mobile web users who are customers of French telecom operators, regardless of their location.

'The new mobile web audience measurement definitively sets mobile technology apart as a distinct media category,' claims Laurent Battais (pictured), Executive Director of Performance and Crossmedia at Médiamétrie. 'It allows advertisers and their consultants to know precisely how it is performing and to effectively integrate it in their media plans.'

Web site: www.mediametrie.com .