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.