GSMA to launch mobile audience measurement system in UK

UK-- The trade association of mobile operators is planning to launch an audience measurement system later this year, following the success of a feasibility study.

The GSMA today revealed results of the study, which was conducted in the UK with ComScore M:Metrics and ABCe as part of the GSMA's Mobile Media Metrics programme.

The association said the system – which uses anonymised, aggregated usage data combined with panel-based demographic information – offers “a measurement process for mobile browsing that respects the privacy of mobile users and provides rich planning information for the media and advertising communities”.

The commercial service is expected to be launched in the second half of 2009. Details of the system – and who will provide it – are yet to be determined.

Rob Conway, CEO of GSMA, said: “The mobile phone has the potential to offer relevant, personalised advertising on a level that has largely been unattainable until now. Access to transparent measurement is essential in establishing mobile as a legitimate advertising medium. This programme will help take the guesswork out of mobile for brands, publishers and agencies.”

The GSMA will begin by establishing three working groups for advertisers, media and ad agencies, and publishers. These groups will research the industry's measurement needs, gather support for a mobile ‘currency' and look for “intelligent and innovative” ways to integrate this with tools and processes for measuring other media.

The news follows last week's announcement of a research study looking at the state of the UK's mobile ad industry, backed by the Interactive Advertising Bureau and the Mobile Marketing Association.

The GSMA's Richard Fogg told Research the feasibility study had overcome hurdles in terms of operators' attitudes to sharing and aggregating their data. “There was some belief in the industry that it wouldn't be possible to bring together that many different elements with different commercial interests and establish that kind of sharing agreement, but it's together and it's working,” he said. “That was a major step forward. It's about getting people who are effectively competitors to work together for the common good.”

The association is now looking to emulate the study in other countries, Fogg said.

• ComScore announced today that it has partnered with Mobile Enterprise to offer analytics tools for mobile messaging campaigns. These will be integrated into ComScore's syndicated digital media measurement service.

Author: Robert Bain

Related links:

Mobile operators unite to create advertising currency