M:Metrics Launches Mobile Ad Tracker in UK

Mobile media measurement firm M:Metrics has launched its M:Ad service in the U.K. M:Ad, a competitive tracking service for mobile advertising, first went live in the States in November.

The initial UK results show that online retailers, which includes such diverse companies as eBay, Electronic Arts and mobile game maker Glu, were responsible for 39% of the mobile ads tracked by M:Metrics. The measurements are from January, when M:Ad tracked 403 unique creatives in 91 campaigns representing 48 companies in a variety of industries.

“Early findings are encouraging, as they indicate that mobile is increasingly being incorporated into mainstream media buys,” said Paul Goode, senior analyst, M:Metrics. “In January, M:Ad has tracked major brands across a range of industries, including Avis, BMW, Cadbury’s, Citroen, EMAP and IBM, using mobile advertising.”