Nielsen Mobile, a service of The Nielsen Company, and Mediamark
Research & Intelligence (MRI) today announced that the two research
firms will jointly launch Mobile-MRI, an integrated database of
consumers' mobile and offline media usage that will allow mobile media
companies and advertisers to better target audiences with their mobile
campaigns.
The new tool will offer detailed behavioral, psychographic,
demographic and product usage information on mobile users, providing
marketers with more options for customer analysis. The companies will
link respondent-level information from their two separate,
well-respected media tracking services to create a single database
Mobile-MRI will link data from Nielsen Mobile's industry-leading
Mobile Media Marketplace with corresponding data points from MRI's
Survey of the American Consumer. Using representative panels of mobile
users, Nielsen's Mobile Media Marketplace collects and reports consumer
mobile usage, audience sizes and composition across all mobile media
vehicles, including messaging, mobile internet, mobile video, games,
ringtones, music, mobile applications and more. MRI's survey provides
data on magazine and newspaper reading, television viewing, radio
listening, product consumption, psychographic characteristics, computer
and Internet access configurations, and geodemographic characteristics.
Together, the data will provide a comprehensive understanding of mobile
media consumers' lifestyle and behavior.
"Mobile advertising is in its early stages with effective targeting
being the key to unlocking mobile ROI," said Kanishka Agarwal, Vice
President of Mobile Media. "MRI and Nielsen Mobile will deliver a
complete view of the mobile consumer, creating the industry's first
holistic mobile audience targeting tool."
"This new partnership will enable media planners to obtain a greater
understanding of where they can find specific consumer target audiences
on mobile," said Kathi Love, President and CEO of MRI. "Leveraging
Nielsen Mobile's precise measurements of the mobile landscape with our
survey data will enable companies to accurately track who they are
reaching through cross-platform advertising."
Love added that in light of MRI's two-year-old collaboration with
Nielsen Online and the impending deal with Nielsen Mobile, MRI recently
terminated its relationship with M:Metrics to measure mobile media
audiences. In May 2008, M:Metrics was acquired by comScore Inc., a
competitor of Nielsen.