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Telephia Targets Mobile Broadcast Measurement
Mobile media researcher Telephia has announced it will partner with software firm Roundbox, Inc., to develop on-device audience measurement for mobile broadcast applications, including television, using technology on the subscriber's handset.
The two are building an interface between Roundbox's mobile broadcast software and Telephia's on-device metering platform that will allow them to log viewing behavior on panelist handsets and report it to a central server, giving 'highly detailed measurements with minimal impact on handset operation and the panelist's user experience'.
'Mobile broadcast is a breakthrough technology facilitating massive scale and low cost consumer access to multimedia content such as mobile TV, data services, and radio', says Dennis Specht, founder and CEO of Roundbox. The companies say they will combine their strengths to provide 'accurate and complete measurement of audience behavior' for the burgeoning industry. Their technology will be deployed in permission-based consumer research panels allowing clients to track consumer viewing behavior.
Sid Gorham, President and CEO of Telephia, which provides syndicated consumer research to telecom and mobile media markets, comments: 'The only way to get a complete view of the behavior, attitudes, and demographics of the mobile media audience is to build a metered panel.'
The Interactive Advertising Bureau (IAB) announced in October that it was launching a Mobile Committee to advise the creation of advertising standards for mobile ad platforms.
Telephia is online at www.telephia.com and Roundbox at www.roundbox.com .
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