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Mobile Ad Currency Group Formed
In Germany, The Association of Online Research (AGOF - Arbeitsgemeinschaft Online-Forschung) has formed a working group which is tasked with designing a currency for measuring mobile advertising and online services.
The new AGOF Mobile team of 14 includes both online and mobile marketers and service providers such as T-Mobile, Telefonica and Vodafone, 02, Yahoo! and United Internet Media.
Members will collaborate with industry groups - the Mobile Advertising Circle (MAC), the Bundesverband Digitale Wirtschaft (BVDW), and the Mobile Marketing Association (MMA) - to establish the scope of a digital audience measurement standard in the country.
This team is charged with overseeing AGOF's multi-method Mobile Facts study, which will initially examine mobile enabled web sites in terms of their size, technology and usability. This will be extended to other products, uses and applications such as SMS.
AGOF Chief Christian GÖdecke said that the initiative will provide a solid basis to assist the continued growth of mobile advertising in Germany. Feedback from the study will be rolled out in September at the Dmexco digital marketing conference.
AGOF was founded in December 2002 to provide standards in Internet advertising and online research, and is on the web at www.agof.de .
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