ComScore Understands the Potential of Mobile
In addition to online video, one of the other things that I am extremely bullish on is mobile. While many people use the term mobile web instead of mobile, I think using the first term misses the entire point of mobile: there’s not going to be any distinction between the web and the “mobile web“. For example, with the exception of Flash, I can already access the entire internet in its original form via my iPhone.
In an acquisition that demonstrates the value many companies see in the mobile landscape, TechCrunch announced yesterday that comScore is purchasing M:Metrics. According to CrunchBase, M:Metrics is “a leader in mobile media measurement. They can track mobile visitors, pageviews, ads clicked and more.”
comScore is making the purchase for $44.3 million, in addition to 50,000 options of comScore stock.
As a result of the deal, comScore will acquire all three of M:Metrics’ major products:
MobiLens, a syndicated monthly online survey that captures overall mobile phone usage, including device information, data usage, media consumption and demographic characteristics of a representative sample of more than 40,000 mobile device users. MobiLens is available in the U.S., U.K., Germany, France, Spain, and Italy.
MeterDirect, the industry’s first on-device meter that passively measures the mobile Internet behavior and media consumption of more than 4,000 existing Smartphone panelists. The M:Metrics metering technology is compatible with more than 280 device models. MeterDirect is currently available in the U.S. and U.K.
M:Ad, the first competitive tracking service for mobile advertising that continuously monitors clickable display advertising from a broad representative set of mobile Web destinations to reveal leading advertisers across a variety of market segments. M:Ad is currently available in the U.S. and U.K.
With the ability to now comprehensively track mobile activity, comScore should have no problem remaining one of the dominant sources for information about users’ internet activities and trends.
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