Mobile operators unite to create advertising measurement currency

UK-- The UK's five main mobile operators are coming together to work towards a mobile ad measurement currency.

Vodafone, Telefonica O2, T-Mobile, Orange and 3 have formed a working group to develop a common set of metrics and a planning system for mobile media.

The initiative is being organised by the GSM Association (GSMA) – the global trade association for mobile operators.

It will begin with a UK-focused feasibility study exploring ways of sharing and aggregating information between the operators. The GSMA is working with two media measurement firms on the study – one to aggregate the data and one to independently audit the process. It has not named the companies involved.

This will be followed by similar studies in other countries, with a view to defining “a range of metrics that will describe the mobile audience and measure the effectiveness of mobile advertising”.

The association will seek support from advertising industry stakeholders to establish these metrics as a currency, and operators will then get to work developing a proof of concept for a mobile media planning system, which they hope will be ready by the end of 2008.

Henry Stevens, who heads the GSMA's mobile advertising programme, told Research any currency measurement service would most likely be commissioned by the GSMA on behalf of its members in each country.

Neil Andrews, head of portal advertising at 3, said: “The more we can do as an industry to increase the credibility of mobile advertising the better. This initiative represents a great opportunity to reach out to the media buying world in order to secure more mobile budget from big brand spenders.”

Author: Robert Bain

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