comScore launches Plan Metrix Mobile™ for Media Planning & Analysis on Mobile Devices

comScore, Inc. announced the availability of comScore Plan Metrix Mobile, the next generation of its industry-leading Plan Metrix media planning tool for use with mobile consumer segments. Developed in response to marketers’ demand for sophisticated media buying tools in the mobile medium on par with those available for other media, comScore Plan Metrix Mobile provides marketers and their agencies with superior data quality by combining reported mobile behavior measurement and key mobile device ownership characteristics with comprehensive attitudinal, lifestyle and product usage information.

“With more than one-third of mobile users actively engaging with digital content on their phones, it is increasingly important for media planners to understand more sophisticated audience characteristics to effectively reach consumers on their mobile devices,” said Evan Neufeld, vice president and senior analyst of mobile for comScore. “comScore Plan Metrix Mobile gives media planners and buyers the tools needed to target mobile consumers, meeting both their demographic and psychographic requirements, as well as providing insight into the role that device ownership characteristics play in consumer targeting.”

comScore Plan Metrix Mobile provides deep insight into the mobile consumer including technology ownership and usage, expanded demographic profiles, lifestyle, attitudinal, product purchase and offline media consumption data. It allows mobile marketers to identify a set of mobile Web properties that meet target demographic and psychographic requirements across more than 5,000 variables, including purchasing habits and media consumption. This additional level of detail and granularity around consumer profiles is one that marketers are accustomed to having in other media, and need to have in order to justify placement in mobile media. Also included are the key additional dimensions of the characteristics of mobile device ownership and an understanding of mobile content consumption needed to truly optimize mobile media buying. The Plan Metrix Mobile solution portal offer scomplete details