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Mobile Web Audience Measurement

The challenge


Existing audience measurement methods are insufficient for IP-based mobile media. Market research companies need to complement existing user-centric panels with network-centric, mega-panels which include a larger number of panelists across a larger number of mobile Websites.
 

Qosmos solution


Qosmos technology feeds audience measurement tools with details on user behavior on mobile terminals by accurately recognizing protocols and extracting relevant information like visited Website, Website itinerary, page content, duration, referent, mobile ID, mobile phone type, etc. Subscriber privacy is ensured through anonymous data collection and the solution allows for users to stay in control with opt-in / opt-out mechanisms.


Benefits
 

For market research providers

  • Precise mobile Web audience measurement tools and rapid results (near real-time)
  • Ability to correlate user behavior across full range of IP based media: Web, IPTV, Mobile, etc.

For ISPs and advertisers

  • Accurate and timely audience measurement data
  • Correlation analysis across different IP media
  • Increased effectiveness by targeting ads only to genuinely interested consumers

For subscribers

  • More personalized and relevant mobile Web offers (through opt-in agreement)

 


Example of Implementation


Mobile Web Audience Measurement


Information Extracted


Recognized applications and protocols (sample)

  • WAP
  • Web applications (Dailymotion, Google, eBay, Google Earth, HTTP, MySpace, Wikipedia, YouTube, etc.)
  • Webmail (Gmail, Hotmail, Livemail, Squiremail, Yahoo mail, etc.)
  • Audio/Video (H.323, SIP, RTP, RTCP, MMSE, RTSP, Shoutcast, Yahoo Video, MSN Video, SCCP, etc.)
  • Instant Messaging (Aim, SNM, Skype, Yahoo, Google Talk, QQ, etc.)
  • Network (IP, TCP, FTP, Ethernet, DNS, DHCP, UDP, etc.)

Extracted information (sample)

  • Mobile IMSI, MSISDN, server, user agent / handset, visited Website, Website itinerary, page content, time spent on visit, basket share, referent, etc.
  • Anonymization of data to ensure subscriber privacy
  • Compatible with opt-in / opt-out mechanisms to allow subscriber to stay in control

 

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