The GSM Association has joined forces with comScore and four UK mobile operators in a new initiative, Mobile Media Metrics (MMM). Initially available only in the UK, MMM is designed to provide hard data on mobile internet usage which will enable brands and agencies to plan marketing campaigns for the mobile market.
According to Rob Conway, CEO and member of the Board of the GSMA, the underlying principle of Mobile Media Metrics is to deliver valuable and actionable reporting tools to the media industry, while respecting the privacy of individuals. "Access to transparent measurement is essential in establishing mobile as a legitimate advertising medium, and Mobile Media Metrics is a critical element in advancing this process," he commented.
Work on MMM started a few months ago and the database has been populated with ‘pre-production data' furnished by three operators. The full service, including data from all four operators, should be available in the second quarter. Based on the already performed analysis, 16 million users accessed the internet from their handsets in the UK in December, viewing 6.7 billion pages and spending 4.8 billion minutes online.
Metrics: State of the industry - mobile advertising
Mobile advertising measurements still lack standardization