The Inside Line: Audience measurement for mobile media
This week’s edition of “The Inside Line” looks at plans for an audience measurement system for mobile media. Each week we will take a key media topic and ask the industry for its opinion.
This week’s question:
David Fieldhouse – mobile manager, MediaCom
“The GSMA decision to release real world browsing data is a big step forward for the industry. It represents a move towards a common currency that is a pre-requisite for any medium to achieve critical advertising mass.
Key to the development of a common currency or indeed any standardisation is the ability of key stakeholders to collaborate: something the internet has never been able to do. In this case the mobile operators have successfully come together (under the GSMA) to pool their resources and expertise for this project.
History shows how this collaboration can drive the growth of a medium: Radio grew from 2% to 7% in under ten years working on this principle. A collaborative GSMA will no doubt bring similar benefits.”
Fiona Blades – chief experience officer, MESH Planning
“In the next few years having a robust mobile media measurement system will be vital as we see the growth of people accessing content on the move. The approach to measurement looks intriguing and appears to be passive and non intrusive but it would be useful to understand more about this in terms of how many people’s behaviour is being monitored.
As a new measure I think it’s important to see new aspects being built in, such as a measure of engagement. It’s almost impossible to recall emotion unless this is captured in real time – using a mobile to communicate how you feel as you access your Facebook page or see a mobile ad should be possible.
One of the big issues for advertisers considering mobile media is a concern over it being intrusive and the impact this might have on the brand, so understanding the emotional response would be a real help in giving guidance on how to plan and execute a mobile media campaign successfully.”
Jon Mew – head of mobile, IAB
“The GSMA’s plans are hugely significant for the future of mobile advertising. With actual audience data that gives advertisers and agencies the ability to accurately plan campaigns, we will inevitably see growth of the medium surge.
The next 12 months are critical to the success of the mobile industry, and with such infrastructure in place marketers can be confident about mobile’s place on their advertising schedules.”
Give us your view – email [email protected]
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