Nielsen Mobile and Mediamark Research & Intelligence Partner on Mobile Audience Targeting...

Nielsen Mobile and Mediamark Research & Intelligence Partner on Mobile
Audience Targeting Tool

SAN FRANCISCO, July 31 /PRNewswire/ -- 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.
About Nielsen Mobile
Nielsen Mobile, a service of The Nielsen Company, is the world's largest
independent provider of syndicated consumer research to the telecom and mobile
media markets. Nielsen Mobile focuses exclusively on tracking the behavior,
attitudes and experiences of mobile consumers; their reports also provide up
to seven years of data on internet, video, gaming, audio and advertising
trends for mobile phone users. Nielsen's technology-driven research provides
unique and holistic insight into how mobile customers use their devices and
what they think about brands, devices and services. For more information,
please visit http://www.nielsenmobile.com.
About MRI
Founded in 1979, MRI interviews 26,000 U.S. adults in their homes each
year, asking about their use of media, their consumption of products and their
lifestyles and attitudes. MRI is the country's leading provider of magazine
audience and multimedia research data. The company releases data from Survey
of the American Consumer (adults 18+) twice yearly, in the spring and fall.
MRI data have become the basic media-planning currency for the majority of the
media plans that are created each year by national advertisers and their
agencies. The company's 26,000 in-home interviews each year represent the
biggest survey of its kind. MRI is part of GfK Group AG, Nuremberg, Germany.
For more information, please visit http://www.mediamark.com.
About The Nielsen Company
The Nielsen Company is a global information and media company with leading
market positions in marketing information (ACNielsen), media information
(Nielsen Media Research), online intelligence (NetRatings and BuzzMetrics),
mobile measurement, trade shows and business publications (Billboard, The
Hollywood Reporter, Adweek). The privately held company is active in more than
100 countries, with headquarters in New York, USA. For more information,
please visit, http://www.nielsen.com.
SOURCE Nielsen Mobile

Paul M. Okimoto for Nielsen Mobile, +1-415-228-8947