Mobile Media Comes of Age: Phone Content Gets Nielsen Ratings

by Jordan Yerman | June 6, 2007 at 01:06 pm

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The wild west of mobile content may well be getting tamed, as Nielsen unveils a new product to map and quantify mobile content usage. This may change the face of mobile and viral advertising, as advertisers will now have a better sense of how often the media bearing their ads are getting viewed.

The Nielsen Company today announced that it will begin measuring mobile phone users through a new service called Nielsen Wireless. This service will measure how many people use content services such as mobile Internet and mobile video and what impact this has on established media behavior.

Nielsen Wireless is led by Nielsen Vice President Jeff Herrmann, who also leads Nielsen Games, Nielsen's video game measurement service. Nielsen Wireless is designed specifically for the wireless industry and also complements Nielsen's Anytime Anywhere Media Measurement (A2/M2) initiative, which will measure television usage on all television and video platforms, including personal video devices such as mobile phones. Nielsen already supports the wireless industry through customer segmentation, ringtone sales tracking (Nielsen RingScan), attitudinal and behavioral surveys and mobile polling. Nielsen Wireless will work in tandem with these existing Nielsen services.