• by David Goetzl  @dgoetzl, August 1, 2008

Unwilling to fall behind in its efforts to measure video consumption anywhere, Nielsen has reached a deal that allows it to provide advertisers not only with reach figures, but demographic data for mobile video.

The agreement between Nielsen Mobile and MRI calls for the joint launch of a service tabbed Mobile-MRI.

The venture will commingle Nielsen's ability to gauge mobile viewing figures with MRI's (Mediamark Research & Intelligence) surveys. They interview 26,000 U.S. adults twice yearly and gather data regarding demos, along with psychographics and product-purchasing habits, linked to media use. A unified database for mobile usage is the goal.

Kathi Love, president and CEO of MRI, said the service "will enable media planners to obtain a greater understanding of where they can find specific consumer target audiences on mobile."

The would-be unified database would not be limited to video, but would extend to the use of handheld devices for games, text-messaging, mobile Internet, ringtones, music and other activities.

"Mobile advertising is in its early stages with effective targeting being the key to unlocking mobile ROI," said Kanishka Agarwal, a Nielsen vice president.