Mobile Networks To Develop Ad Measurement System

The UK’s five biggest mobile operators have joined together to develop an industry-wide mobile advertising measurement system.

Vodafone, O2, T-Mobile, Orange and 3 have formed a working group with the aim of defining a common mobile measurement system, similar to those already in existence for press and TV.

The working group will examine each firm’s operating business, looking at aggregation of information on a consistent and audited basis to deliver cross-operator metrics to the media and advertising communities.

The initiative will form part of industry body GSMA’s Mobile Advertising Programme and will initially focus on the UK market.

“Mobile offers advertisers a new opportunity and we are responding to repeated demands from media planners around the world for more transparency of the mobile channel,” said Richard Saggers, head of mobile advertising at Vodafone.

It is hoped that the launch of an industry-wide measurement system will encourage big name brands to invest in the channel.

GSMA: www.gsmworld.com