Another indication that the use of cellphones for all types of media use is growing (they are not just for telling time, taking pictures, and oh yeah, calling and talking with people) - the people who monitor television viewing patterns have bought in:
“We follow content wherever it goes across all platforms, and this is a really significant step forward in measuring content across mobile platforms,” said Susan D. Whiting, executive vice president of Nielsen...
Nielsen intends to build a fuller picture of media consumption, including mobile phone use. The company embarked on an initiative last year to track how people spend their time with video and other media, wherever it occurs. NetRatings, a division of Nielsen, tracks online consumption, and Nielsen is tracking more viewing outside of the home and even on the television screens that are popping up in big-box stores [via NYTimes].
A big bet, by Nielsen and advertisers, that if you follow the consumer so will the Benjamins. It's not too soon to begin thinking about what your mobile strategies are going to be in the world of media multiplexity.