MRG Conference 2009: Mobile Media Metrics

A three-headed presentation at yesterday’s MRG one day conference took the audience through the new forthcoming mobile media metric (MMM).

Henry Stevens, GSMA, Paul Goode, comScore and Rob Laurence, TGI, each took to the podium to talk through the partnership between their respective companies in producing the MMM.

The first stage of the GSMA/comScore data will be available via a soft launch in January 2010, with the main launch in February.

All the UK’s mobile network operators, e.g. Orange, Vodafone and Orange, are involved and any website traffic data provided is completely anonymous. This traffic will then be classified into categories consistent with comScore’s existing online categories and viewable through the comScore system.

Later in the year, this usage data will be anonymously fused with TGI data to provide a rich demographic media metric, which they hope will become the common currency for mobile in the UK.

The TGI demographic linkage is being piloted in January 2010. They are looking for an opt-in panel of 1,200 individuals and, depending on how the recruitment rates go, they hope to launch this data by the end of 2010.

The initiative has been set up following feedback from the industry that a currency is essential for the mobile advertising market to grow.

The presenters revealed that conversations are already being had with the IPA to try to incorporate the MMM data within the TouchPoints integrated database.