comScore Unveils Mobile Media Planning Tool

comScore has launched comScore Plan Metrix Mobile, the next generation of its Plan Metrix media planning tool, for use with mobile consumer segments. According to comScore, Plan Metrix Mobile provides marketers and their agencies with superior data quality, by combining reported mobile behaviour measurement and key mobile device ownership characteristics with comprehensive attitudinal, lifestyle and product usage information.
comScore Plan Metrix Mobile provides deep insight into the mobile consumer, including technology ownership and usage, expanded demographic profiles, lifestyle, attitudinal, product purchase and offline media consumption data. It allows 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. This additional level of detail and granularity around consumer profiles, says comScore, is one that marketers are accustomed to having in other media, and need to have in order to justify placement in mobile media. Also included are the additional dimensions of the characteristics of mobile device ownership and an understanding of mobile content consumption needed to optimize mobile media buying.
comScore says that Plan Metrix Mobile will enable advertisers and agencies to build powerful media plans and persuasive campaigns, based on a deep understanding of the target audiences on-device and off-device behaviour; align marketing strategies with key consumer interests and lifestyles; and identify relevant mobile properties and size any target audience, based on the needs of a particular media plan. The service will enable publishers to deliver more value to their advertiser clients with improved knowledge of consumer lifestyles, attitudes and product preferences; command premium pricing by proving the relevancy of a given site to advertiser clients; and benchmark site performance against competitors in attracting key consumer target segments.
The solution offers 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. Mobile device ownership characteristics cover nine categories including handset 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. Mobile content consumption offers reporting at the category, sub-category and individual brand levels.
With more than one-third of mobile users actively engaging with digital content on their phones, it is increasingly important for media planners to understand more sophisticated audience characteristics to effectively reach consumers on their mobile devices, says Evan Neufeld, Vice President and Senior Analyst of Mobile at comScore. comScore Plan Metrix Mobile gives media planners and buyers the tools needed to target mobile consumers, meeting both their demographic and psychographic requirements, as well as providing insight into the role that device ownership characteristics play in consumer targeting.