KMR invests in IMMI's cellphone-based media tracking

US-- KMR, the media research division of WPP's Kantar Group, has acquired a minority stake in Integrated Media Measurement Inc (IMMI), which uses cellphones to track media exposure.

Andy Brown, chief executive of KMR, told Research: “We increasingly see clients interested in cross-platform measurement and the ability to be more consumer-centric – to go across platforms rather than necessarily measuring in verticals like TV, radio or print. One of the attractions of the IMMI technology is that it facilitates that.”

He added that the technology, which aims to link exposure to consumer behaviour, has the potential “to unlock ROI measurement services”, although he said it was too early to discuss how KMR's relationship with IMMI might develop.

KMR joins other significant shareholders, including venture capital groups, and IMMI's management.

IMMI's system, which it claims can identify media with more than 99 percent accuracy, is being used by Nielsen Media for its out-of-home TV ratings, launched in April last year.

The technology uses software installed on panel members' cellphones to track the audio broadcasts they are exposed to. The phones continually send data to IMMI's servers, which monitor TV and radio broadcasts to identify what the individual is watching or listening to.

Ipsos is currently testing a cellphone-based radio measurement system in the UK, while in the US Arbitron is rolling out its portable people meter (PPM) system, which uses a dedicated device that tracks inaudible codes embedded in audio broadcasts.

Author: Robert Bain

Related links:

Ipsos to test cellphone radio measurement system in UK

Arbitron considers picking up the phone

Nielsen launches out-of-home TV ratings