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Nielsen / MRI To Measure Mobile Media Behavior

August 1 2008

Nielsen Mobile and Mediamark Research & Intelligence (MRI) have jointly launched a 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 partnership replaces MRI's identical relationship with M:Metrics, which MRI President and CEO Kathi Love says has been terminated because of her firm's existing relationship with Nielsen Online, and since Nielsen-rival comScore acquired M:Metrics in May.

Known as Mobile-MRI, the new tool will offer detailed behavioral, psychographic, demographic and product usage information on mobile users. A single database will be created from the Nielsen Mobile Media Marketplace - which collects and reports consumer mobile usage, audience sizes and composition - linked with corresponding data from MRI's Survey of the American Consumer - which provides data on media and product consumption as well as geodemographic characteristics.

Commented 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.'

Nielsen's VP of Mobile Media Kanishka Agarwal added that the data will create the industry's 'first holistic mobile audience targeting tool'.

Web sites: www.nielsenmobile.com and www.mediamark.com .

Last summer, Nielsen//NetRatings and Mediamark Research (MRI) joined forces to launch a single-source database of print and online media usage called Net//MRI.

All articles 2006-21 written and edited by Mel Crowther and/or Nick Thomas unless otherwise stated.

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