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."
Twitter Canada MD Kirstine Stewart to Keynote Toronto
ClickZ Live Toronto (May 14-16) is a new event addressing the rapidly changing landscape that digital marketers face. The agenda focuses on customer engagement and attaining maximum ROI through online marketing efforts across paid, owned & earned media. Register now and save!
Marketing Apps for Landing Pages White Paper
Marketing apps can elevate a formulaic landing page into a highly interactive user experience. Learn how to turn your static content into exciting marketing apps.
Redefining 'Mobile-Only' Users: Millions Selectively Avoid the Desktop
A new breed of selective mobile-only consumers has emerged. What are the demos of these users and how and where can marketers reach them?
March 19, 2014