M:Metrics has launched an 'on-device' service to measure mobile content audience demographics for use by the mobile advertising sector.
Mobile advertising has generated huge interest over the past 12 months but is still ‘small fry’ compared to the revenues generated by internet advertising ($871 million versus $24 billion in 2006, respectively, according to figures cited by M:Metrics).
The company believes its new MeterDirect syndicated media measurement tool will be one of the catalysts required for mobile advertising to take make the leap forward that many are counting on. Among the usage stats the service will measure are:
-The mobile websites that attract the biggest audiences
-Specific website audience demographics (age, gender, etc)
-The times of day certain websites and applications prove most popular
-Subscribers' preferred mobile applications
MeterDirect is available in the US and UK to begin with. In both geographies, Google ranks as the most popular mobile web site, 8am to 5pm has the largest audience of mobile web users, and users of mobile media spend more than eight minutes per session accessing the mobile web.
However, while mobile operator sites are most popular among British consumers, Americans prefer Yahoo! and Microsoft properties.
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Will Hodgman, one of M:Metrics’ co-founders and a former executive VP at NetRatings, provider of the Nielsen/NetRatings services used widely by advertising agencies and media buyers, said:
“In the two years since we launched with our syndicated mobile market measures, the mobile medium has matured considerably. With MeterDirect, M:Metrics further advances the medium as an essential part of the media mix.”
