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New Mobile Advertising Planning Tool

ComScore has just announced (Oct-2009) they are releasing Plan Metrix Mobile, which combines reported mobile behavior measurement and key mobile device ownership characteristics with attitudinal, lifestyle and product usage information.

This Mobile Media Planning tool will allow mobile marketers to identify a set of mobile web properties that meet target demographic and psychographic requirements across more than 5,000 variables, including purchasing habits and media consumption.

Additional product highlights include:

• Access to audience attributes across 18 different consumer profile segments including demographics, traditional media consumption, usage of telecommunications, electronics/computers, and /apparel and other behavioral segments.
• Access to mobile device ownership characteristics in nine key categories including cell phone brand, operator, price of handset, length of current subscription, mobile phone use, ownership of current handset, monthly payment tier, payment option and type of additional plan.
• Access to mobile content consumption with reporting at the category, sub-category and individual brand levels.

Other Mobile Media Planning Tools?

In 2008, Millennial Media released a mobile  audience-building tool. The Web-based solution combines multiple data sources to provide an actionable, targetable media plan based on audience composition, composition index, available impressions, and potential reach by site, device and carrier for any defined target audience.

Also in 2008, Nielsen Media Research introduced a platform that media planners can use to mine audience research data. Clear Decisions, which took two years and $3.5 million to develop, was in some ways conceived from the inadequacies of Nielsen’s Interactive Market Systems (IMS). Nielsen analyzed the behavior of 85 percent of its customer base to determine how they used IMS, ultimately developing Clear Decisions out of those findings.

Clear Decisions enables users to locate, compile and analyze data across media more efficiently. It is also mobile-accessible. Nielsen clients may access it at no charge.