Mobile Panel and Polling for Nielsen

Nielsen Entertainment has announced the building of a mobile phone panel, as well as an agreement with two other firms to launch a mobile phone-based consumer opinion survey service.

Mobile marketing firm Enpocket and online ticketing company MovieTickets.com will work with Nielsen on the opinion survey system, which will enable clients to reach consumers moments before and after exposure to specific ad content - and will also make it easier for consumers to send unsolicited feedback.

The first use will be for work conducted through the Movie Advisory Board, a joint initiative between Nielsen Entertainment and MovieTickets.com to reach movie consumers at times including entry to and exit from the movie theatre. Testing is currently underway.

'We believe in the power of mobile to increase our understanding of the new entertainment consumer and today, text messaging is the best language to do that in', comments Adrienne Becker, GM of Nielsen Entertainment's Strategic Development Group.

Nielsen Entertainment looked at a wide range of mobile technologies and providers, and made Enpocket the clear choice due to their 'ability to see ahead of the curve and at the same time, stay grounded in practical and powerful strategies and tools for today's consumers', according to Becker. The chosen solution uses the Enpocket Marketing Engine (EME), the world's most widely used mobile marketing software.

Nielsen Entertainment is part of VNU, online at www.vnu.com . Enpocket's home page is at www.enpocket.com .

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.