Mobile advertising effectively reaches some of the most desirable, yet elusive, media consumers - if the responses from a survey of the AdMob publisher network by M:Metrics are an indication, writes MarketingCharts.Some 65.5 percent of respondents were 18-34-year-olds, with broad demographic reach into various sub-segments, according to the third-quarter survey that covered more than 2,000 mobile.
Numerous sites that target African-Americans have audience compositions in excess of 50 percent of that elusive 18-34-year-old demographic, whereas the ethnic group comprises only 6.3 percent of the mobile population, according to M:Metrics.
Similar results were found for females (sites with audience composition over 60 percent females, versus 42 percent of mobile browser population) and Hispanics (sites with over 35 percent Hispanic composition, versus 18.5 percent mobile browser population), among other demographic profiles.
M:Metrics simultaneously announced a more broad launch of its M:Audit mobile advertising tool, which uses on-device survey technology to measure the audience composition of mobile web properties.
"Brand advertisers can now reach their target audience on mobile phones using sophisticated demographic targeting," said Omar Hamoui, CEO, AdMob.
The M:Audit service provides third-party audited composition metrics for mobile domain owners, ad networks and content providers.
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