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M:Metrics Launches Mobile Advertising Tracking Services in the UK
M:Metrics has launched a competitive tracking service for mobile advertising, in the United Kingdom, revealing the first definitive metrics for measuring mobile advertising inventory. The measurement firm reports that online retail companies such as Electronic Arts, Glu and Ebay are placing the bulk of mobile ads, with the category comprising of 39 percent of all mobile ads tracked by M:Metrics.
"Early findings are encouraging, as they indicate that mobile is increasingly being incorporated into mainstream media buys," said Paul Goode, senior analyst, M:Metrics. "In January, M:Ad has tracked major brands across a range of industries, including Avis, BMW, Cadbury's, Citroen, EMAP and IBM, using mobile advertising."
In January, M:Ad tracked 403 unique creative advertisements in the United Kingdom, in 91 campaigns representing 48 different companies. These ads were from a variety of different industries such as: advertising, automobile manufacturers, broadcasting and cable TV, Internet retail, movies and entertainment, casinos and gaming, food retail, home furnishings and computer hardware.
"Advertisers, media agency and media owners in the UK are calling out for greater clarity on who is advertising what, where and when, and today, M:Metrics can deliver this critical data to the market," said Goode. "In the United States, M:Ad has been strongly welcomed, and we are excited to bring our tracking expertise into the UK market to help grow mobile advertising expenditure."
With 16 percent of U.K. mobile subscribers accessing news and information via the mobile browser in December, advertisers' attention is turning towards banner advertising. M:Ad classifies mobile ads by company, division and product/service as well as by industry/sector. It also reveals when ads are being served to help identify seasonality and campaign rotation. There is no other way of monitoring the breadth of current inventory of mobile ads to inform advertising campaign strategies.
| Industry Sector | Ads tracked | Examples of companies advertising |
|---|---|---|
| Internet Retail | 39.1% | EA, Ebay |
| Broadcasting & Cable TV | 29.7% | Sky, Channel4 |
| Publishing | 9.8% | EMAP, Facebook |
| Automobile Manufacturers | 5.4% | BMW, Citroen |
| Internet Software & Services | 4.2% | Yahoo!, Microsoft |
| Movies & Entertainment | 2.9% | Paramount |
| Specialized Consumer Services | 1.5% | Avis |
| Computer Hardware | 0.9% | IBM, Sun |
| Food Retail | 0.3% | Cadbury's |
| Home Furnishings | 0.3% | Harveys |
Source: M:Metrics, Inc., Copyright © 2008
Posted to the site on 7th March 2008