News
Nielsen launches mobile ad tool
Stuart O'Brien Sep 8 2008, 7:24pm
Market tracker combines mobile and lifestyle research into the mother of all audience databases.
Nielsen has taken the wraps of a new mobile market intelligence tool that combines the company's mobile market data with PRIZM lifestyle information pulled from its Claritas unit.
The result, says Nielsen, will allow advertisers to target their campaigns at mobile users more effectively.
The company says Mobile-PRIZM‘s development is part of its broader mobile targeting strategy, aimed at increasing the effectiveness of mobile media companies and advertisers.
Kanishka Agarwal, VP of mobile media at Nielsen Mobile, said: “Targeted customised analysis of mobile usage patterns for PRIZM’s 66 consumer segments allows advertisers to make more informed decisions about where to place mobile advertising. Mobile-PRIZM drives a stronger advertising ROI for our clients.”
