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Médiamétrie publishes audience ratings for mobile web
Date: 29/10/2010
For the very first time in France, Médiamétrie is publishing audience ratings for sites, portals and applications viewed via mobile Internet technology. The measurement provides a comprehensive overview of web browsing on mobile telephones, enhanced by detailed information on mobile web user profiles.
Franck Abihssira, President of the French Mobile Multimedia Association (AFMM) explains, "Use of the mobile web continues to grow due to the development of 3G networks, the success of mobile Internet access packages and the advent of smartphones. In the 3rd quarter of 2010, France had 45.9 million mobile telephone owners and 13.7 million mobile web users last month." (Source: TSM Study / / Mobile Consumer Insight).
According to Laurent Battais, Executive Director of Performance and Crossmedia at Médiamétrie, "the new mobile web audience measurement definitively sets mobile technology apart as a distinct media category. It allows advertisers and their consultants to know precisely how it is performing and to effectively integrate it in their media plans."
This measurement was developed jointly by the AFMM, mobile operators (Bouygues Telecom, Orange and SFR), Médiamétrie and all advertising market participants (UDA, UDECAM, Geste, SRI, MMA and Acsel). Audience measurement results are determined on a quarterly basis.
Médiamétrie and Médiamétrie//NetRatings publish a guide explaining everything there is to know about the new mobile web audience measurement. This guide can be downloaded for free from the Médiamétrie website (www.mediametrie.fr). Click here to download.
Source: Médiamétrie
WFA's Digital Network, a forum for digital and interactive marketers, has set out a position paper outlining marketers' needs in relation to online audience measurement. The paper describes the challenges and opportunities inherent in improving online audience measurement as perceived by paying clients. Download the English version here. For more information please contact Robert Dreblow.
