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Mobile systems 'improve website performance'

A new report has suggested that online marketers should consider looking at websites with strong mobile offerings, as these were found to increase the site's reach.

Data released by the Nielsen Company showed that mobile internet typically extends the reach of a site by 13 per cent against those that solely rely on home PC traffic.

In particular, the research showed that some sectors, such as entertainment, music and games benefit significantly from mobile systems.

"The data demonstrate that the mobile internet can not only increase the frequency of visits to a website, but also grow the overall size of the pie," explained Jeff Herrmann, vice president of mobile media at Nielsen Mobile.

"Publishers can now monetise their total cross-platform audience, and advertisers will better understand the efficiency and incremental value of mobile web traffic."

Recently, Doubleclick revealed that it was integrating its mobile ads with mobile ad networks such as AdMob, AdSense for mobile and MBrand network.

The company said the move would "bring value to publishers by enhancing the liquidity of mobile display inventory". ADNFCR-1536-ID-18577964-ADNFCR