GSMA & UK Operators to Explore Delivery of Cross-Operator Metrics for
Mobile Advertising
BARCELONA, Spain, Feb. 11 /PRNewswire/ -- The GSM Association (GSMA)
today announced that five of its leading members, Vodafone Group,
Telefonica O2 Europe, T-Mobile International, FT-Orange Group and 3, have
formed a working group to define common metrics and measurement processes
for mobile advertising as part of the GSMA's Mobile Advertising Programme.
The working group is conducting a feasibility study, focusing initially
on the UK, a leading mobile and advertising market, working with each
company's UK operating business to explore the aggregation of appropriate
information on a consistent and audited basis to deliver cross-operator
metrics to the media and advertising communities.
"The commitment of all five UK operators to this initiative is critical
for the development and future success of mobile as an advertising
channel," said Rob Conway, CEO of the GSMA. "The working group and the GSMA
will facilitate crucial engagement between mobile operators, advertisers
and agencies, to help ensure that mobile advertising realises its full
potential for the benefit of all players in the ecosystem."
The operator community and the GSMA are fully committed to developing
mobile as a successful marketing channel for brands, publishers and
advertisers to engage their consumers. Operators are investing significant
resources to address the needs and priorities of the media community, such
as the development of mobile advertising standards, a common currency for
mobile, the delivery of standardised metrics, and the measurement and
validation of the reach and opportunity that the mobile channel presents.
A key priority is the definition of a range of metrics that will
describe the mobile audience and measure the effectiveness of mobile
advertising. The GSMA and its working group will engage with a broad range
of advertising industry associations and stakeholders to secure agreement
and support for metrics that will form a common mobile media currency.
Based on this currency, and subject to the completion of the feasibility
study, all five UK operators will work with the GSMA to develop a proof of
concept for a cross-operator mobile media planning capability during 2008.
The GSMA and the working group will leverage learning and experience
from the feasibility study for similar initiatives in other mobile markets
across the world, and is at an advanced stage of discussions with a number
of industry stakeholders to support this effort.
Supporting quotes:
"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. "Vodafone is participating in the UK project with a view to
developing a common framework for mobile advertising measurement and
metrics that can be replicated in other markets as well."
"In today's rapidly evolving mobile environment it is critical that we
offer the consumer the widest possible range of opportunities to support
data consumption. Mobile advertising is a key component for driving mobile
usage, but in order to be effective it needs to be widely supported by the
advertising industry. This initiative will seek to drive this exciting and
potentially massive market opportunity by matching the aspirations of both
the advertisers and the operators," said Tanya Field, Group Head of Mobile
Internet at Telefonica O2.
"The power of the mobile as a marketing tool can only be realised if
advertisers can clearly see and understand the benefits compared to
traditional media," said Phil Chapman, Director of Marketing, T-Mobile UK.
"We are excited by this industry-wide initiative to support advertisers
and agencies in buying mobile advertising. Our research and launches have
proved that not only do customers accept advertising on the mobile phone,
but actually enjoy viewing it. It is essential that the industry works
together to ensure mobile adverts work for both customers and advertisers,"
said Steve Ricketts, Head of Third Party Services, Orange UK.
"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," said Neil Andrews, Head of Portal
Advertising at 3.
About the GSMA:
The GSM Association (GSMA) is the global trade association representing
more than 700 GSM mobile phone operators across 218 countries and
territories of the world. In addition, more than 200 manufacturers and
suppliers support the Association's initiatives as key partners.
The primary goals of the GSMA are to ensure mobile phones and wireless
services work globally and are easily accessible, enhancing their value to
individual customers and national economies, while creating new business
opportunities for operators and their suppliers. The Association's members
serve more than 2.5 billion customers - 85% of the world's mobile phone
users.
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