The Nielsen Company, which measures audiences of all kinds of media, said today that it will start measuring mobile phone users through a new service called Nielsen Wireless, reports the Seattle Times.
Nielsen Wireless’ first product - Mobile Vector - will launch in the U.S. in July 2007. It will:
- Help wireless carriers develop more efficient advertising campaigns to reach their most valuable subscribers, while helping mobile content producers decide which mobile content distributor will be most effective in extending their brand.
- Help the mobile media industry establish competitive positioning and differentiation.
- Identify how the subscribers of different wireless carriers consume media in the home (i.e. TV viewing preferences, video gaming activity, media technology adoption).
Seattle-based M:Metrics also measures mobile phone useage through surveys and by installing monitoring software on a user’s mobile phone.
Wireless usage measurements will help wireless carriers develop more efficient advertising campaigns and help content producers decide which carrier is most effective.
The June 2007 Mobile Marketing Forum in NY, featured industry leaders from agencies, brands, carriers, content, entertainment and media companies.
InfoSpace says it’s hard to get big companies interested in advertising in the mobile space when so much is unknown. Without proper measurement tools, the mobile advertising business will take awhile to get off the ground.
By 2011, more than 3 billion mobile subscribers are projected, of which approximately 74% will be mobile data subscriber (contributing 20% of revenue for operators). Analysts expect the global mobile content and applications market will be greater than $80B by 2010.
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