The mobile measurement firm plans to provide meter-based reporting in the second half of the year.
Measurement firm M:Metrics has announced plans to offer reports on mobile content consumption in the second half of the year, hoping to bring a panel-based approach to the nascent media platform. But even before its launch, the system is under fire.
The company's plan is to outfit the mobile phones of more than 1,000 users with its metering technology software. M:Metrics will measure the behaviors and mobile content consumed by panelists throughout the U.S. and U.K.
M:Metrics has collected data for the past nine months to test the service, and it plans a formal launch later this year. The offering, called M:Meter, complements the company's existing survey-based measurement practice.
"We believe in terms of activation marketing the metering approach will be carrying the measurement," said Mark Donovan, VP and senior analyst at M:Metrics during a panel at the Advertising Research Foundation's Audience Measurement Symposium earlier this week. Explaining the need for such a system, he said, "There will be broadcast video to handsets, and you don't have server logs to tell you who is watching."
But the new system already faces a hurdle. Days before the M:Metrics announcement, competing research firm Telephia filed a patent infringement lawsuit with the U.S. District Court in the Northern District of California. The suit, which cites two patents, claims patent infringement "in connection with the development and distribution of smartphone metering software," said a company statement.
M:Metrics claimed the suit is "without merit," and further called Telephia's claims "outrageous and spurious."
M:Metrics CEO Will Hodgman said, "We will continue to stay focused on what we do best: providing the marketplace with the most accurate, reliable measures of mobile content consumption while providing outstanding service to our growing list of industry-leading clients."
Join the Industry's Leading eCommerce & Direct Marketing Experts in Chicago
ClickZ Live Chicago (Nov 3-6) will deliver over 50 sessions across 4 days and 10 individual tracks, including Data-Driven Marketing, Social, Mobile, Display, Search and Email. Check out the full agenda and register by Friday, Oct 3 to take advantage of Early Bird Rates!
IBM Social Analytics: The Science Behind Social Media Marketing
80% of internet users say they prefer to connect with brands via Facebook. 65% of social media users say they use it to learn more about brands, products and services. Learn about how to find more about customers' attitudes, preferences and buying habits from what they say on social media channels.
An Introduction to Marketing Attribution: Selecting the Right Model for Search, Display & Social Advertising
If you're considering implementing a marketing attribution model to measure and optimize your programs, this paper is a great introduction. It also includes real-life tips from marketers who have successfully implemented attribution in their organizations.
October 23, 2014
1:00pm ET/10:00am PT