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 & SAN MATEO, Calif. (Business Wire EON/PRWEB ) 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%
|
|
01.0%
|
|
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 pioneer in measuring consumer consumption of mobile
content and applications, benchmarking the performance of carriers,
handset OEMs, platform vendors, media companies and others. M:Metrics
monthly syndicated services empower senior executives in the mobile
content and wireless applications sector to make better business,
creative, and production decisions informed by highly granular and
verifiably true measures of subscriber consumption. M:Metrics, Inc is a
private, venture funded corporation headquartered in Seattle, Washington
with offices in San Francisco, California.
See the original story at: http://eon.businesswire.com/releases/mobile/metrics/prweb554891.htm
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