SOURCE: M:Metrics

November 14, 2007 08:00 ET

M:Metrics Launches First Mobile Advertising Tracking Service

Mobile Media Measurement Pioneer Sparks the Emerging Mobile Advertising Industry With Release of M:AdTracker

LOS ANGELES, CA--(Marketwire - November 14, 2007) - M:Metrics, the mobile media authority, today unveiled the first competitive tracking service for mobile advertising, M:AdTracker, at the Mobile Marketing Forum.

This is the third major product release from M:Metrics, and further advances the sector by providing advertisers with tracking of who is advertising on the mobile Web. It follows the launch of MobiLens service in 2005, which provides media consumption metrics using the largest monthly global survey of mobile subscribers, and MeterDirect in April 2007, the only syndicated research service to provide consumption metrics using on-device metering technology on smartphones.

"As advertisers are increasingly featuring mobile into their ad buys, they are clamoring for data about who's advertising what, where and when," said Will Hodgman, president and CEO, M:Metrics, who previously founded AdRelevance, the global standard for measuring Internet ads. "It's thrilling to see our vision manifest, as mobile emerges as an advertising-supported medium."

With 15 percent of U.S. mobile subscribers accessing news and information via the mobile browser, advertisers' attention is turning toward banner advertising. However, before today, there was no way of monitoring the current inventory of mobile ads to inform advertising campaign strategies.

Using M:Metrics' proprietary data collection technologies and measurement science expertise, M:AdTracker provides a much-anticipated glimpse into the mobile advertising landscape. M:AdTracker continuously monitors clickable display advertising from a broad representative set of mobile Web destinations, and classifies the data by industry, company and by product/service to reveal leading advertisers in and across market segments.

"The data collected by M:AdTracker reveals some fascinating findings about the state of the mobile advertising marketplace," observed Hodgman. "For example, more than a dozen Fortune 100 companies are advertising on mobile, with the heaviest representation being among media companies advertising Web sites, TV shows, movies and books. The automotive, travel and leisure and financial services industries are also making investments into the mobile medium. It's not just games and ringtones -- it's everything from iced coffee to auto insurance. Mobile is showing a speed of adoption that we are only now seeing in the Internet."

The service is available today in the United States and will be rolled out to the major European markets in 2008.

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.

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