Audited Mobile Advertising Audience Composition Metrics Released

September 20, 2007

This article is included in these additional categories:

Data-driven | Out-of-Home | Personalization | Telecom

Mobile advertising effectively reaches some of the most desirable, yet elusive, media consumers – if the responses from a survey of the AdMob publisher network by M:Metrics are an indication.

Some 65.5% of respondents were 18-34-year-olds, with broad demographic reach into various sub-segments, according to the third-quarter survey that covered more than 2,000 mobile sites.

Numerous sites that target African-Americans have audience compositions in excess of 50% of that elusive 18-34-year-old demographic, whereas the ethnic group comprises only 6.3% of the mobile population, according to M:Metrics.

Similar results were found for females (sites with audience composition over 60% females, versus 42% of mobile browser population) and Hispanics (sites with over 35% Hispanic composition, versus 18.5% mobile browser population), among other demographic profiles.

M:Metrics simultaneously announced a more broad launch of its M:Audit mobile advertising tool, which uses on-device survey technology to measure the audience composition of mobile web properties. Some of the findings regarding AdMob:


“Brand advertisers can now reach their target audience on mobile phones using sophisticated demographic targeting,” said Omar Hamoui, CEO, AdMob.

The M:Audit service provides third-party audited composition metrics for mobile domain owners, ad networks and content providers.

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