NEWS2 July 2009

German online research body forms mobile group

Europe News

GERMANY— Online research association AGOF (Arbeitsgemeinschaft Online-Forschung) has formed a working group to establish a currency for mobile audience measurement.

The group will handle AGOF’s Mobile Facts study, which aims to develop an audience measurement and planning currency for mobile ads, working closely with advertising groups.

The study will begin by looking at mobile-enabled websites before moving on to other touchpoints such as mobile applications and text messaging.

In developing its methods, the group will build on work conducted by the AGOF together with the German Association for the Digital Economy over the past 18 months. It expects to call on a number of data sources to put together a clearer picture of the size and composition of the audiences of mobile websites.

The group plans to reveal more details of the methodology for the Mobile Facts study at the Dmexco digital marketing conference in September.

The 14 founding members of AGOF Mobile include phone companies T-Mobile International, Telefonica and Vodafone, and publishers Axel Springer, Tomorrow Focus, and Yahoo Germany.