Nielsen Mobile launches Mobile Audience Targeting Tool.

Nielsen Mobile and Mediamark Research & Intelligence (MRI) announced that the two research firms will jointly launch Mobile-MRI, an integrated database of consumers’ mobile and offline media usage that will allow mobile media companies and advertisers to better target audiences with their mobile campaigns.

The new tool will offer detailed behavioral, psychographic, demographic and product usage information on mobile users, providing marketers with more options for customer analysis. The companies will link respondent-level information from their two separate, well-respected media tracking services to create a single database.

“Mobile advertising is in its early stages with effective targeting being the key to unlocking mobile ROI,” said Kanishka Agarwal, Vice President of Mobile Media. “MRI and Nielsen Mobile will deliver a complete view of the mobile consumer, creating the industry’s first holistic mobile audience targeting tool.”