Mobile Ad Tracker Launched in UK

M:Metrics has launched its M:Ad competitive tracking service for mobile advertising in the UK, four months after its successful rollout in the United States. The company says the service will be rolled out to the major European markets during 2008.

M:Ad uses M:Metrics' proprietary data collection technologies and classifies mobile ads by company, division and product/service as well as by industry/sector, and date served.

In January, M:Ad tracked 403 unique creative advertisements in the United Kingdom, in 91 campaigns representing 48 different companies, and says online retailers like Electronic Arts, Glu and Ebay are placing the bulk of mobile ads, with the category comprising of 39% of all those it tracks. Broadcasting and Cable TV is next with just under 30%, including Sky and Channel4, with Publishing (EMAP, Facebook) a distant third with around 10%.

Paul Goode, senior analyst, M:Metrics says M:Ad has been 'warmly welcomed' in the US and that 'advertisers, media agency and media owners in the UK are calling out for greater clarity on who is advertising what, where and when.' Goode says early findings indicate that 'mobile is increasingly being incorporated into mainstream media buys' in the UK.

M:Metrics is a private, venture-funded corporation headquartered in Seattle, with offices in San Francisco and London, and is on the web at www.mmetrics.com.

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