Nielsen Mobile, a service of The Nielsen Company, and Mediamark Research & Intelligence (MRI) have joined forces to launch Mobile-MRI. The integrated database of consumers’ mobile and offline media usage will help mobile media companies and advertisers better target audiences with mobile campaigns.
The companies will link respondent-level information from their two separate media tracking services to create a single database that will capture detailed behavioral, psychographic, demographic and product usage information about mobile viewers. Together, the data will provide a comprehensive understanding of mobile media consumers’ lifestyle and behavior.
For more information, visit www.nielsen.com/media/2008/pr_080731.html.