M:Metrics Launches MeterDirect (tm) - The First Syndicated Mobile Audience Measurement Service Using Metering Technology
Measurement firm finds carrier domains rank highly in UK; Americans prefer Web brands
SEATTLE, WA and LONDON -- March 26, 2007 -- M:Metrics, the mobile market authority, today announced the launch of MeterDirect, the first research service to directly and continuously measure consumer mobile media behavior, unlocking mobile as a viable medium for advertisers.
For the first time, media companies will be able to understand how, when and how often consumers engage with the mobile medium, including mobile Web audience rankings by site, the demographic composition of mobile Web domains and day of week and time of day behavior that defines mobile Web traffic. The MeterDirect service also collects detailed information about mobile application usage, including messaging, title and channel level music and video consumption.
"Direct media measurement is critical to programmers, media planners and advertisers as they come to rely on the mobile channel as a component of their traditional and new media campaigns," said Andy Brown, CEO, KMR Group, advertising giant WPP's media research business. [ MORE ]
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