Médiamétrie unveils new mobile web measurement system

The industry-owned agency worked with mobile networks Bouygues Telecom, Orange and SFR and advertisers UDA, UDECAM, Geste, SRI, MMA and Acsel.

The hybrid measurement system blends anonymous connection data from all Bouygues, Orange and SFR phones and a representative panel of 10,000 mobile web users. Results will be released on a quarterly basis and wi-fi connections outside of operator networks will be counted next year.

Laurent Battais, Médiamétrie’s executive director of performance and cross media, said: “The new mobile web audience measurement definitively sets mobile technology apart as a distinct media category. It allows advertisers and their consultants to know precisely how it is performing and to effectively integrate it into their media plans.”

Talks to develop a mobile web measurement system began in January 2009.