GSMA to define standard for mobile advertising reports

The GSM Association (GSMA) has announced the formation of a working group to define common metrics and measurement processes for mobile advertising.

Vodafone Group, Telefonica O2 Europe, T-Mobile, FT-Orange Group and Hutchison 3G, will work together to develop the standard as part of the GSMA’s Mobile Advertising Programme.

The standard will be designed to simplify the process of running advertising campaigns on mobiles. At the moment advertisers are hindered by the lack of a consistent way of measuring audiences and lack of transparency between operators.

The working group will initially conduct a feasibility study, based on each of the member companies’ UK operating business. The group will look at the aggregation of appropriate information on a consistent and audited basis to provide cross-operator metrics to the media and advertising communities.

A range of metrics will be defined to describe the mobile audience and measure the effectiveness of mobile advertising.