Operators team to define mobile ad metrics

Five of Europe's largest mobile operators announced an agreement to develop common mobile advertising metrics and measurements in conjunction with the GSM Association trade alliance's GSMA Mobile Advertising Programme. The carriers--Vodafone Group, Telefonica O2 Europe, T-Mobile International, FT-Orange Group and 3--will conduct a feasibility study to develop a consistent and audited data aggregation model to deliver cross-operator metrics to media and advertising partners.

Priority one: Defining a range of metrics to describe the mobile audience and measure the effectiveness of mobile advertising. The study will focus initially on the U.K. market, with all five British operators working with the GSMA to develop a proof of concept for cross-operator mobile media planning. "The power of the mobile as a marketing tool can only be realized if advertisers can clearly see and understand the benefits compared to traditional media," said T-Mobile UK director of marketing Phil Chapman in a prepared statement. --Jason

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