Mobile Trade Association Launches Own UK Ratings

Mobile industry trade association the GSMA is planning to launch an audience measurement system which it says will enable media and ad agencies, brands and publishers to deliver better mobile ad campaigns.

The GSMA worked on a feasibility study with comScore M:Metrics and ABCe, as well as JICWEBS (The Joint Industry Committee for Web Standards in the UK and Ireland). This provided results based on anonymised, aggregated data from two UK mobile operators.

The study, part of the GSMA's Mobile Media Metrics programme, created a measurement process for mobile browsing that the association says 'respects the privacy of mobile users' and provides planning information for the media and advertising communities.

'This programme will help take the guesswork out of mobile for brands, publishers and agencies,' said Rob Conway, CEO and Board Member of the GSMA. 'For the first time, the advertising community has access to real, aggregated mobile audience data, which offers insight into the most popular sites, ranked by number of visitors, page impressions, time and duration of visits.'

The audited mobile measurement service is expected to launch in the second half of 2009. After this, GSMA will set up working groups for advertisers, media and advertising agencies, and publishers to define the measurement and reporting needs of the media industry, and establish how to best integrate this information into existing cross-media tools.

'Robust audience data is vital to the success of any medium, and Mobile Media Metrics represents a huge step forward for the industry,' said Guy Philippson, CEO of IAB UK. 'Once media planners start using the research to justify mobile advertising on schedules, we can expect to see the medium grow with well targeted cross-network campaigns.'

Web site: www.gsmworld.com .

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.