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M:Metrics and BMRB to Measure Mobile Media
M:Metrics and BMRB have partnered to deliver a new set of metrics which will enable companies to evaluate mobile media consumption. The UK launch will take place in the first quarter of 2008 and a roll out in Europe is planned for later in the year.
Known as TGI M:Metrics, the new measure will incorporate M:Metrics' mobile audience metrics into BMRB's Target Group Index (TGI) data, which evaluates the product usage, media exposure and attitudes of a given group of consumers.
The M:Metrics data will be available through existing TGI software tools and the firms will link data from TGI and MobiLens, M:Metrics' survey-based syndicated data service.
Richard Poustie, Head of TGI Europa believes that the partnership will enable the two firms to offer their clients the most accurate mobile media consumption metrics available. He added that the metrics had been designed for use by media owners, media buyers and agencies to enable them to uncover consumer behaviours linked to the use of mobile media.
Replied Paul Goode, Senior VP Business Development at M:Metrics: 'We are thrilled to work with BMRB to elevate mobile's role in the media planning process.'
M:Metrics provides data on actual mobile content consumption from its headquarters in Seattle and offices in San Francisco and London. BMRB is part of the KMR Group which is a division of Millward Brown. Web sites are www.mmetrics.com, www.bmrb.co.uk, www.bmrb-tgi.co.uk and www.kmr-group.com.
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