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US Firms Combine Mobile and Print Data
Mobile media measurement firm M:Metrics and multimedia research agency Mediamark Research & Intelligence (MRI) are to combine their US offline and mobile media audience metrics to help agencies and mobile operators better integrate mobile into their cross-media campaigns.
The new product will incorporate M:Metrics' mobile audience metrics from its MobiLens syndicated service, into MRI's 'Survey of the American Consumer' which collects information on media choices, product usage, demographics, lifestyle and attitudes.
MRI's study measures usage of nearly 6,000 product and brands across 550 categories, along with the readership of hundreds of magazines and newspapers, Internet usage, TV viewership, national and local radio listening, Yellow Pages usage and out-of-home exposure. MobiLens meanwhile makes a monthly assessment of the mobile media consumption habits of more than 500,000 consumers in the US, Europe and China.
'Increasingly, media planners seek to understand how mobile fits into consumers' lifestyles,' explained MRI President and CEO Kathi Love. 'Our intention with this partnership is to allow media planning agencies to gauge the potential impact of cross-media campaigns with far greater precision than is currently possible.'
M:Metrics President and CEO Will Hodgman adds that the partnership would provide a detailed portrait of consumers in the mobile and wireless carriers markets, including their media habits, consumption of numerous products and psychographic profiles.
The firms say that the product should be commercially available by the second half of 2008.
Earlier this month, M:Metrics launched its M:Ad competitive tracking service for mobile advertising in the UK (www.mrweb.com/drno/news8067.htm ), while last summer, Nielsen//NetRatings and MRI partnered to launch a single-source database of print and online media usage called Net//MRI (www.mrweb.com/drno/news7117.htm ).
Web sites are at www.mmetrics.com and www.mediamark.com .
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