Mobile measurement firm M:Metrics has launched a new service to track the growing number of ad campaigns running on mobile networks.
The service, called M:AdTracker, will reveal competitive intelligence similar to what brands now access from Web ads from services such as Nielsen AdRelevance and multiple media channels, including TNS Media Intelligence.
“As advertisers are increasingly featuring mobile in their ad buys, they are clamoring for data about who’s advertising what, where and when,” said M:Metrics CEO and president Will Hodgman in a statement.
M:AdTracker will monitor clickable display or text ads appearing on 120 mobile properties, taking its measurements several times a day to take into account dayparted ads. Sponsorships or ads that do not link to a Web page will not be counted in the data. Analysts will then classify those ads by industry, by company and by product or service marketed to determine who the leading mobile advertisers are in and across given market segments.
The data will be provided to M:AdTracker subscribers. The service is available now in the U.S. and projected for major European markets in 2008. The company hasn’t specified charges for it.
Hodgman, who founded the AdRelevance competitive insight service and headed it first under the ownership of Jupiter Media Metrix and then Nielsen//NetRatings, said the data already compiled by M:AdTracker reveals some interesting facts about U.S. mobile advertising.
“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,” he said. “The automotive, travel and leisure and financial services industries are also making investments. It’s not just games and ringtones: It’s everything from iced coffee to auto insurance.”
Privately held M:Metrics already offers services that measure media consumption by mobile audiences and a media research service built using metering technology built into smartphones.
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