SOURCE: M:Metrics

September 19, 2007 10:38 ET

M:Metrics and AdMob Release the First Audited Audience Composition Metrics for Mobile Advertising

Mobile Media Measurement Firm Launches M:Audit on the AdMob Publisher Network

SEATTLE, WA and SAN MATEO, CA--(Marketwire - September 19, 2007) - M:Metrics, the mobile media authority, and AdMob, the world's largest mobile advertising marketplace, today announced the first authoritative findings on audience composition for mobile advertising. Research conducted by M:Metrics and AdMob finds that mobile advertising effectively reaches the most desirable, most elusive media consumers, with 18 to 34-year-olds comprising 65.5 percent of respondents on the AdMob publisher network. The research also shows that AdMob's mobile network delivers broad demographic reach with desirable demographic sub-segments.

The data, which was collected during Q3'07 and was collected from more than 2,000 mobile sites, reveals the diversity of the mobile media audience, which visits a wide range of targeted mobile sites. For example, the study confirms that numerous sites that target African-Americans have audience compositions in excess of 50 percent of the demographic, when the ethnic group comprises only 6.3 percent of the mobile population, according to M:Metrics. Similar results were found across females (sites with over 60 percent females versus 42 percent of mobile browser population), Hispanics (sites with over 35 percent versus 18.5 percent mobile browser population) and various other demographic profiles.

"Brand advertisers can now reach their target audience on mobile phones using sophisticated demographic targeting," said Omar Hamoui, CEO, AdMob. "By working with M:Metrics and leveraging our vast network audience across the site, carrier and handset level, we now enable advertisers to target their buys in ways that they have come to expect with traditional web advertising. Most importantly, they can reach their audience on the mobile web with scale."

The first large-scale research of mobile composition was conceived by AdMob and M:Metrics and conducted on AdMob's advertising network. M:Metrics launched the M:Audit mobile advertising tool more broadly today. M:Audit builds on M:Metrics' research platform and uses on-device survey technology to measure the audience composition of mobile web properties. Below are some of the findings:

AdMob Channel Audience Composition, by Age Q3 2007

Genre          13-17    18-24    25-34    35-44    45-54    55-64     65+
              -------  -------  -------  -------  -------  -------  ------
Community        12.1%    34.7%    34.2%    13.8%     4.6%     0.6%    0.0%
              -------  -------  -------  -------  -------  -------  ------
Downloads        11.1%    34.4%    34.5%    13.3%     5.7%     1.0%    0.1%
              -------  -------  -------  -------  -------  -------  ------
Entertainment     9.4%    29.7%    36.6%    15.9%     6.9%     1.0%    0.5%
              -------  -------  -------  -------  -------  -------  ------
News and Info     1.5%    20.9%    41.5%    25.6%     8.4%     1.8%    0.3%
              -------  -------  -------  -------  -------  -------  ------
Portals          14.7%    33.8%    22.1%    22.1%     5.9%     1.5%    0.0%
              -------  -------  -------  -------  -------  -------  ------
Overall           6.9%    28.0%    37.5%    19.4%     6.8%     1.3%    0.2%
              -------  -------  -------  -------  -------  -------  ------

"Today marks another milestone in the evolution of advertising," observed Will Hodgman, CEO, M:Metrics. "Since its advent, advertising has sought to reach the individual in a context where she can act on the message. With M:Audit, we've moved from reaching eyeballs to grabbing the transacting hand of the individual in the marketplace."

The M:Audit service provides third party audited composition metrics for mobile domain owners, ad networks and content providers. The service is the first of its kind for mobile and is exclusively offered by M:Metrics. The service back-end is supported by Crisp Wireless, a mobile technology company that is powering mobile solutions for numerous major media and entertainment companies through its proprietary mLogic platform.

"Audience composition is essential in any medium and most critical in mobile," said Hodgman. "AdMob has shown leadership in providing advertisers the exact information they need to plan, buy, reach and successfully transact with mobile consumers."

About AdMob

AdMob is the world's largest mobile advertising marketplace, serving more than 1.4 Billion mobile ads per month. Founded in December 2005, AdMob allows advertisers to reach their customers on the mobile Web and publishers to increase the value of their mobile sites. AdMob offers both advertisers and publishers the ability to target and personalize advertising to their customers in 160 countries. Sample AdMob customers include Coca Cola, Starbucks, MSN, Paramount Pictures, Reuters, MTV and many more. AdMob serves ads for over 2000 mobile web sites including ESPN, CBS, Weather Underground, Maxim and Peperonity.

To learn more about AdMob, visit www.admob.com.

About M:Metrics

M:Metrics is the mobile media authority. As the only research firm to measure the audience for mobile media, M:Metrics provides the most accurate metrics on actual mobile content consumption by applying trusted media measurement methodologies to the mobile market.

M:Metrics' monthly syndicated data service gives clients the critical insights and intelligence required to inform smart business strategies and the competitive benchmarks needed to evaluate the performance of competitors and partners. M:Metrics is a private, venture-funded corporation headquartered in Seattle, with offices in San Francisco and London.

Contact Information

  • For questions about M:Metrics please contact:
    Jaimee Minney
    Director, Communications
    Email Contact
    206-388-5854

    For questions about AdMob please contact:
    Vijay Chattha
    AdMob PR-VSC Consulting
    Email Contact
    415-305-6041