• April 1, 2008

M:Metrics and Mediamark Research & Intelligence are teaming up to offer a new research service combining mobile and offline media measurement.

The joint effort is aimed at helping agencies and mobile operators better integrate mobile into cross-media campaigns. The companies' new research offering will add M:Metrics' mobile audience data to MRI's Survey of the American Consumer, which collects consumer feedback on nearly 6,000 products and services in 550 categories.

It also tracks media usage across newspapers and magazines, the Internet, and TV and radio, among other formats.

M:Metrics' monthly MobiLens survey, meanwhile, measures the mobile media habits of more than 500,000 consumers in the U.S., Europe and China annually. The companies plan to release their combined research in the second half of 2008.

--Mark Walsh