Nielsen Adds Mobile Internet Measurement in Aus

Nielsen has added mobile Internet audience measurement to its Australian market intelligence service, a 'world first' in online audience measurement methodology according to the measurement giant.

The firm's new Mobile Market Intelligence service has been developed to provide third-party metrics on mobile Internet usage in Australia.

It will track made-for-mobile content from aggregators, publishers and telecom carriers, accessed via devices such as mobile phones, smart phones and iPhones.

Participating publishers follow a process of tagging their site in order to be included in the service, and
metrics available include average daily unique browsers, sessions, page impressions and average session duration.

Matt Bruce, MD of Nielsen's online business in Australia, says the service has been launched in response to clients requests for 'independent, credible information' on mobile sites.

Kerry Field, who is Partner of Innovation at Mindshare and Chair of the Media Federation of Australia (MFA), says that this information will support media planning and buying decisions, as well as provide a means for benchmarking campaign performance. 'This is a significant development for the mobile industry in Australia and will, without question, help us grow mobile advertising spend,' she adds.

Web site: www.nielsen.com .