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Nielsen Mobile, Mediamark team up on audience targeting tool

Fri, 08/01/2008 - 8:05am
Mike Robuck

Nielsen Mobile, which is part of The Nielsen Co., and Mediamark Research said that the two research firms have joined forces on a mobile audience targeting tool.

The tool, called Mobile-MRI, will offer behavioral, psychographic, demographic and product usage information on mobile users, which will allow mobile media companies and advertisers to do a better job of targeting audiences with their mobile campaigns.

Mobile-MRI will link data from Nielsen Mobile’s Mobile Media Marketplace with corresponding data points from MRI’s Survey of the American Consumer. Using representative panels of mobile users, Nielsen’s Mobile Media Marketplace collects and reports consumer mobile usage, audience sizes and composition across all mobile media vehicles, including messaging, mobile Internet, mobile video, games, ringtones, music, mobile applications and more. 

MRI’s survey provides data on magazine and newspaper reading, television viewing, radio listening, product consumption, psychographic characteristics, computer and Internet access configurations, and geodemographic characteristics. 

“Mobile advertising is in its early stages with effective targeting being the key to unlocking mobile ROI,” said Kanishka Agarwal, vice president of Mobile Media.

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