The GSM Association and five tier one operators formed a working group to define common mobile ad metrics.
Vodafone Group, Telefonica O2 Europe, T-Mobile, FT-Orange and 3 have come together to define measurement processes for mobile advertising as part of the GSMA’s Mobile Advertising Programme.The working group is conducting a feasibility study, initially in the UK, to explore the aggregation of appropriate information on a consistent and audited basis to deliver cross-operator metrics to the media and advertising communities.
“The commitment of all five UK operators to this initiative is critical for the development and future success of mobile as an advertising channel,” said Rob Conway, CEO of the GSMA. “The working group and the GSMA will facilitate crucial engagement between mobile operators, advertisers and agencies, to help ensure that mobile advertising realises its full potential for the benefit of all players in the ecosystem.”
The working group will engage with advertising industry associations and stakeholders to secure agreement and support. Based on this currency, and subject to the completion of the feasibility study, all five UK operators will work with the GSMA to develop a proof of concept for a cross-operator mobile media planning capability during 2008.
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