Marketing via cellphones is forecast to be one of the next hot trends, but many advertisers are still hesitant to empty their pockets on mobile-ad campaigns. One reason: There isn’t yet a reliable source of data that show what Web sites and features consumers are accessing on their mobile devices.
Measurement firms such as Nielsen and M:Metrics, which have relied mainly on monthly consumer surveys to gather such information, are developing electronic tracking methods that aim to provide more specific and accurate information.
So far, M:Metric’s software works only on high-end smart-phones, which account for just 12% of the market.
“If you think about advertisers, they don’t wake up in the morning and say, ‘I just want to reach people on BlackBerrys or Nokias.’ They want to reach all phones,” says M:Metrics Chief Executive Will Hodgman.
[via The Wall Street Journal]
