The GSMA and ComScore along with the five major mobile networks have unveiled the new measurement system today.
The COI and Marks & Spencer are some of the big advertisers supporting the launch of the GSMA Mobile Media Metrics, which has been in the offing for the past two years and aims to change the face of mobile advertising.
The GSMA (Groupe Speciale Mobile Association) represents the mobile communications industry worldwide, including more than 800 operators and 200 companies in the wider mobile market.
A report by O2 revealed that 58% of senior marketers said they would invest more of their marketing budgets in the medium once there was a better measurement of effectiveness, while 47% stated that better targeting would make them invest more in mobile.
The system aims to accelerate the sales of mobile advertising inventory and with new mobile audience metrics, media and advertising agencies, brands and publishers are expected to deliver better mobile advertising campaigns.
SMS is currently the most popular form of mobile advertising, followed by mobile internet sites, and then mobile internet ads and apps, according to O2's survey of 150 senior media industry professionals.
Nearly 70% of marketers have used SMS, while 62% have used mobile internet sites. Nearly 60% have used mobile internet ads, and 48% have used apps.
Shaun Gregory, managing director of O2 Media, said: "O2 welcomes today's announcement by GSMA. As our research shows, there is a clear appetite for an industry-wide measurement platform, and the launch of Mobile Media Metrics will more than meet this need.
"By allowing media professionals to track, trace and measure consumer activity, Mobile Media Metrics has the potential to liberate the true potential of mobile marketing."
.jpg)
.jpg)