research firm comScore has acquired a US based mobile media measurement company called M:Metrics for $44.3 million. Will Hodgman and Seamus McAteer, founders of M:Metrics, will join the management team at comScore.
M:Metrics tracks the consumption of content or applications such as music, games, photos, videos, social networking sites and email on mobile phones. Apart from this, it also tracks mobile advertising, as it continuously monitors clickable display ads and figures out who's advertising what, where and when on mobile.
It collects data from monthly surveys as well as through metering, in which a piece of software code is placed in mobile phones to track users' online behaviour.
Abraham adds, "We see compelling opportunities to increase the market penetration of M:Metrics' products within comScore's customer base of over 950 clients and to cross-sell comScore's portfolio of products into the wireless industry, including the major carriers and device manufacturers. In addition, we plan to leverage comScore's panel, technology infrastructure and sales force to expand the metered mobile panel and develop new offerings that can significantly increase the growth and profitability of M:Metrics' business."
M:Metrics services are used by more than 180 clients across various industries such as mobile, advertising, technology and consumer goods. Its clients include Verizon, Vodafone, Microsoft, RIM, FOX, CBS, BBC, BMW, Samsung, Palm, Qualcomm, Ericsson, O&M and JWT.
Prior to being acquired by comScore, M:Metrics was a private, venture funded corporation backed by investments from i-Hatch Ventures, Prism Ventures and The Kantar Group, a unit of advertising giant WPP Group.
comScore tracks more than two million consumers across the world. It captures data related to their browsing and transaction behaviour, including online and offline purchasing. Its clients include global leaders like AOL, Microsoft, Yahoo!, BBC, Deutsche Bank, France Telecom, Financial Times, ESPN, Fox Sports, Nestlé, Starcom, Universal McCann, Verizon and Expedia.
comScore also tracks Internet usage patterns in India through its panel of 16,000 users. In India, there is no independent agency which monitors mobile Internet usage trends among subscribers.