Disqus
The leading European mobile operators — including Vodafone, Telefonica O2, T-Mobile, Orange 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.
Initially, the group will focus on the UK market, with each of the participating member working to explore the aggregation of appropriate information on a consistent and audited basis to deliver a range of cross-operator metrics that will describe the mobile audience and measure the effectiveness of mobile advertising.
In order to accomplish this task, 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. The end results should be a proof of concept for a cross-operator mobile media planning capability during 2008… Sounds interesting, we’ll certainly follow where this goes… Full release is available from here.
About The Author
Dusan Belic
Dusan has been using smartphones since their introduction and is now following the latest trends in the industry. The "convergence" is what he's most excited about, and writing about it is the next logical thing to do. He thinks that using a smartphone is what everyone who cares about their time should do. In addition to his interests in mobile phones, Dusan also loves to experiment with the latest web and mobile 2.0 services. The idea of accessing and managing your information from any device no matter where you are simply amazes him. Whether it's an online to-do list, note taking service or a video sharing social network, he's there to try it out. He admits though, he's still searching for the ultimate web-based organizational tool, which "sings" perfectly with the mobile PIM application. Dusan used to run SymbianWatch.com which later became part of IntoMobile. He lives in Serbia, South-East Europe, from where he edits the site on a daily basis.
