04 February 2010, London: The GSMA and comScore, Inc., in partnership with operators O2, Vodafone, Orange, T-Mobile and 3UK, today announced the official UK launch of the GSMA Mobile Media Metrics (MMM) product, a pioneering census-level solution for mobile media reporting. Taking irreversibly anonymised mobile Internet usage data from all five UK mobile operators, the service will provide comprehensive insights into mobile media consumption, empowering brands and agencies to plan effective and focused campaigns for the mobile medium.
“On behalf of our operator partners, comScore and the GSMA, we are excited to be launching Mobile Media Metrics in the UK, our first market, and we anticipate that it will accelerate growth in the mobile advertising market,” said Rob Conway, CEO and Member of the Board of the GSMA. “The underlying principle of Mobile Media Metrics is to deliver valuable and actionable reporting tools to the media industry, while respecting the privacy of individuals. Access to transparent measurement is essential in establishing mobile as a legitimate advertising medium, and Mobile Media Metrics is a critical element in advancing this process.”
“The initiative undertaken by the GSMA and comScore is a great step forward for mobile media,” said Richard Foan, Managing Director of ABCe and Chair of JICWEBS (Shown in picture). “Based on ABCe’s independent validation of Mobile Media Metrics, advertisers, agencies and media owners can rest assured that key metrics are compliant with and endorsed by the Joint Industry Committee for Web Standards (JICWEBS).”
See Richard Foan and the presentation of this system by Henry Stevens, Director of Media & Entertainment, GSMA and Stephanie Hospital, VP Marketing & Business Development, Online Advertising Division, Orange, France at the I-COM Global Summit on March 10-13th in Lisbon, Portugal.
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