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Nielsen, MRI Team On Mobile-Audience Targeting

Nielsen Mobile and Mediamark Research & Intelligence will jointly launch Mobile-MRI, an integrated database of consumers’ mobile and offline media usage that will help mobile-media companies and advertisers better target audiences with their mobile campaigns, officials said Thursday.

The new tool will offer detailed behavioral, psychographic, demographic and product usage information on mobile users, providing marketers with more options for customer analysis. The companies will link respondent-level information from their two separate, media tracking services to create a single database.

Mobile-MRI will link data from Nielsen Mobile’s Mobile Media Marketplace with corresponding data points from MRI’s Survey of the American Consumer.

Using panels of mobile users, Nielsen’s Mobile Media Marketplace collects and reports consumer mobile usage, audience sizes and composition across all mobile media vehicles, including messaging, mobile Internet, mobile video, games, ring tones, music, mobile applications and more.

MRI’s survey provides data on magazine and newspaper reading, television viewing, radio listening, product consumption, psychographic characteristics, computer and Internet access configurations, and geo-demographic characteristics. Together, the data will provide a comprehensive understanding of mobile media consumers’ lifestyle and behavior.