M:Metrics and AdMob Release the First Audited Audience Composition Metrics for Mobile Advertising

SEATTLE and SAN MATEO, Calif.—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 \u003c/font\>\u003c/p\>\n\n\u003cp style\u003d\"line-height:150%\"\>\u003cfont size\u003d\"2\" face\u003d\"Arial\"\>\u003cspan style\u003d\"font-size:10.0pt;line-height:150%;font-family:Arial\"\> \u003c/span\>\u003c/font\>\u003c/p\>\n\n\u003cp style\u003d\"line-height:150%\"\>\u003cfont size\u003d\"2\" face\u003d\"Arial\"\>\u003cspan style\u003d\"font-size:10.0pt;line-height:150%;font-family:Arial\"\>“Brand\nadvertisers can now reach their target audience on mobile phones using\nsophisticated demographic targeting,” said Omar Hamoui, CEO, AdMob.\n“By working with M:Metrics and leveraging our vast network audience across\nthe site, carrier and handset level, we now enable advertisers to target their\nbuys in ways that they have come to expect with traditional web\nadvertising.  Most importantly, they can reach their audience on the\nmobile web with scale.”\u003c/span\>\u003c/font\>\u003c/p\>\n\n\u003cp style\u003d\"line-height:150%\"\>\u003cfont size\u003d\"2\" face\u003d\"Arial\"\>\u003cspan style\u003d\"font-size:10.0pt;line-height:150%;font-family:Arial\"\> \u003c/span\>\u003c/font\>\u003c/p\>\n\n\u003cp style\u003d\"line-height:150%\"\>\u003cfont size\u003d\"2\" face\u003d\"Arial\"\>\u003cspan style\u003d\"font-size:10.0pt;line-height:150%;font-family:Arial\"\>The first large-scale\nresearch of mobile composition was conceived by AdMob and M:Metrics and\nconducted on AdMob’s advertising network.  M:Metrics launched the\nM:Audit mobile advertising tool more broadly today.  M:Audit builds on\nM:Metrics’ research platform and uses on-device survey technology to\nmeasure the audience composition of mobile web properties. Below are some of\nthe findings:\u003c/span\>\u003c/font\>\u003c/p\>\n\n\u003cp\>\u003cfont size\u003d\"2\" face\u003d\"Arial\"\>\u003cspan style\u003d\"font-size:10.0pt;font-family:Arial\"\> \u003c/span\>\u003c/font\>\u003c/p\>\n\n\u003cp\>\u003cfont size\u003d\"2\" face\u003d\"Arial\"\>\u003cspan style\u003d\"font-size:10.0pt;font-family:Arial\"\> \u003c/span\>\u003c/font\>\u003c/p\>\n\n\u003ctable border\u003d\"0\" cellspacing\u003d\"0\" cellpadding\u003d\"0\" width\u003d\"631\" style\u003d\"width:473.05pt;margin-left:4.45pt;border-collapse:collapse\"\>",1]
);
//-->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.