Mobile Audience Targeting Tool Launched
August 1, 2008 at 5:42 AM (PT)
NIELSEN MOBILE, a service of THE NIELSEN COMPANY, and MEDIAMARK RESEARCH & INTELLIGENCE 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 media tracking services to create a single database.
"Mobile advertising is in its early stages with effective targeting being the key to unlocking mobile ROI," said NIELSEN VP/Mobile Media KANISHKA AGARWAL. "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 MRI Pres./CEO KATHI LOVE. "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."