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Mobile Advertising Audience Study from M:Metrics and AdMob

audienceM:Metrics and AdMob have released findings on audience composition for mobile advertising. The findings confirm the widely held view that mobile is the way to reach the elusive 18-34 age range, which represented 65.5% of respondents.

The data was collected from more than 2,000 mobile sites and was collected during Q3 2007.

The research also shows that AdMob’s mobile network delivers broad demographic reach with desirable demographic sub-segments. 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 (read the MobiAD interview with Omar).

Below are some of the findings:

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At the same time, M:Metrics launched the M:Audit mobile advertising tool. The tool uses M:Metrics research platform to provide third party audited composition metrics for mobile domain owners, ad networks and content providers.

”Audience composition is essential in any medium and most critical in mobile,” 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.”

Full press release HERE.

Read other AdMob posts: Coke launches “click to video” on Admob and Admob Creates Ad Unit for iPhone.


26.09.2007   
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