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In Germany, AGOF announces cooperation with GSMA for Mobile Media Measurement at #dmexco & launch for early 2010

Frankfurt/ Köln (dmexco), 24. September 2009. Die Arbeitsgemeinschaft Online Forschung (AGOF) hat heute auf der Branchenmesse dmexco das geplante Studienmodell der mobile facts vorgestellt. Die Markt-Media-Studie wird Reichweiten und Strukturdaten von Mobile-Werbeträgern, die sich mit grafischen Werbemitteln belegen lassen, erheben und ausweisen. Methodische Grundlage der Studie soll ein Drei-Säulen-Modell sein.

Eine Datenquelle für die mobile facts sollen die in Zusammenarbeit mit der GSMA zu entwickelnden Gateway-Daten sein. In diesen Daten werden anonymisierte Nutzungsvorgänge im mobilen Internet, die über die Netze der Mobile-Operator abgewickelt werden, in aggregierter Form bereitgestellt.

Christian Goedecke, Vorstand AGOF: „ Wir arbeiten jetzt gemeinsam mit den Partnern mit Hochdruck daran, die Studie aus der Pilot-Messung in den Regelbetrieb zu überführen, um dem Markt zeitnah mit der ersten mobile facts auch valide Mobile-Reichweitendaten von Angeboten und Belegungseinheiten zur Planung zur Verfügung zu stellen.“

René Bellack, Leiter Mobile Advertising Circle (MAC) im BVDW: „Der MAC freut sich, mit einem kompetenten Partner wie der AGOF die mobile facts zu entwickeln. Für den Markt ist dies ein Meilenstein im Hinblick auf die Zurverfügungstellung valider Leistungsparameter.“ More...

GSMA Announces comScore as UK Partner for Mobile Media Metrics Initiative

2 September 2009, London, UK: The GSMA, the body that represents the worldwide mobile communications industry, today announced that it has formally selected comScore to be its measurement partner for the GSMA’s Mobile Media Metrics (MMM) commercial implementation in the UK.

The GSMA, comScore and the five UK operators (Vodafone, Orange, O2, 3 and T-Mobile) have now reached a formal agreement to launch the GSMA MMM services in the UK following the results of the feasibility study announced at Mobile World Congress in February this year. Initial data will be available in the fourth quarter of 2009 with full commercial launch early in 2010.

“comScore has combined mobile-specific expertise with its established strength in online media measurement and we are very pleased to continue this successful relationship. Together we will show how, in a challenging economic environment, mobile is and will be a major driver of growth for the advertising and media industries.” said Henry Stevens, Director Media and Entertainment, GSMA. More...

In US, FLO TV and Rentrak Launch the First Comprehensive Audience Measurement and Reporting System for Multicast Mobile TV

SAN DIEGO & PORTLAND, Ore. – August 20, 2009 – FLO TV Incorporated, provider of the award-winning FLO TV™ live mobile TV service and a wholly owned subsidiary of Qualcomm Incorporated (Nasdaq: QCOM), and Rentrak Corporation (Nasdaq: RENT), a multi-screen media measurement and research company serving the entertainment industry, have aligned to launch the mobile television industry's first comprehensive viewership and advertising impression reporting using Rentrak's TV Essentials™ media measurement system. Through their collaboration, FLO TV and Rentrak will deliver reporting that will serve as the currency for advertising sales on FLO TV and provide deeper insights into FLO TV audience viewing patterns while not divulging any individual subscriber's personal information.

"This is a significant milestone for FLO TV and also for the mobile multicast TV category," said Jonathan Barzilay, senior vice president of programming and advertising, FLO TV. "Mobile TV is quickly becoming a vital platform for consumers. With our new impression reporting from Rentrak, FLO TV can provide relevant viewership information to advertisers and content partners swiftly and reliably. More...

Havas Mobext: Push standards in mobile measurement

The Havas Digital agency, Mobext which specializes in mobile marketing released a new report entitled 'Global Mobile, A Worldview'. One of the four main conclusions is that local associations need to be supported to "push standards in measurement".

Mark Walsh from Mediapost interviewed Phuc Truong, Mobext US MD who said, "The biggest barrier to mobile advertising is the lack of tracking and analytics. But great strides are being made there as well." More...

In Canada, Nielsen is first to provide Mobile Media Measurement

SAN FRANCISCO, CA – June 3, 2009 – Nielsen Online, a division of The Nielsen Company, today announced in their Q1 2009 Canadian Mobile Internet Report, that mobile Internet adoption in Canada is reaching critical mass, with 21 percent of mobile consumers using their mobile phones to browse the Web and access their e-mail accounts.
Nielsen is the first 3rd party audience measurement company to release findings specific to the Canadian mobile market. The Canadian market is experiencing similar trends that are driving mobile internet growth in other markets – smartphone adoption, unlimited data plans andadvertising campaigns that drive awareness of mobile phone capabilities. More...

In Germany, the AGOF lays unified foundation for Mobile Media Measurement

The AGOF announced the formation of AGOF Mobile, once again unifying the German market to provide audience measurement for mobile devices. The 14 charter members include: Axel Springer AG, freeXmedia GmbH, Gruner + Jahr Electronic Media Sales GmbH, InteractiveMedia CCSP GmbH, IP Deutschland GmbH, iq media marketing gmbh, QUALITY CHANNEL GmbH, T-Mobile International AG, Telefonica O2 Germany GmbH & Co. OHG, TOMORROW FOCUS AG, United Internet Media AG, Vodafone D2 GmbH, Yahoo! Deutschland GmbH und YOC AG.

Frankfurt, 29. Juni 2009. Die Arbeitsgemeinschaft Online-Forschung (AGOF) hat am vergangen Donnerstag die Gründung der AGOF mobile beschlossen. Damit hat die AGOF die grundsätzlichen Voraussetzungen zur Erhebung und Ausweisung von Reichweiten und Planungsdaten für mobile Online-Angebote im Rahmen der geplanten Markt-Media-Studie mobile facts geschaffen. Die AGOF mobile wird sowohl für die Entwicklung und Realisie rung des zugrundeliegenden Studienmodells und die Durchführung der Stu die als auch für die methodische Ausgestaltung der Mobile-Reichweiten mes sung verantwort lich zeichnen und dabei eng mit dem Mobile Advertising Circle (MAC) im Bundesverband Digitale Wirtschaft (BVDW) e.V. zu sam men arbeiten. Als zweite Studie neben der etablierten internet facts stellt die mobile facts den nächsten Baustein im Portfolio der von der AGOF heraus gegebenen Markt-Media-Studien und bereitgestellten Planungs instrumente dar. More...

IAB Canada Releases Results Of First-Ever Canadian Mobile Advertising Revenue Survey

TORONTO, February 24, 2009 - The Interactive Advertising Bureau of Canada today announced that Mobile Advertising Revenue in Canada grew from $1.1 million in 2006 to $2.7 million in 2007, and is expected to almost double again in 2008 to $5.2 million.

Standard SMS advertising programs currently generate 75% of the total Canadian Mobile advertising revenue, with the remainder divided across Premium SMS, Mobile Content, Mobile (Display) Advertising, Mobile Search and Mobile Applications. All forms of Mobile advertising are growing rapidly year-over-year, with the exception of Mobile Search, which is virtually non-existent at this time. More...

GSMA: UK operator task force announces results of Mobile Media Metrics feasibility study

BARCELONA, Spain, Feb. 15 -- The GSMA and a task force comprising Telefonica, Vodafone, Orange, T-Mobile International and 3, today unveiled the results of a feasibility study examining mobile audience metrics that will enable media and advertising agencies, brands and publishers to deliver better mobile advertising campaigns. The study, part of the GSMA's Mobile Media Metrics programme, has created a measurement process for mobile browsing that respects the privacy of mobile users and provides rich planning information for the media and advertising communities.

In the feasibility study, the GSMA worked with comScore as its measurement partner and ABC Electronic its media audit partner, as well as key industry stakeholders including JICWEBS and its member associations. The next phase of the programme will see the commercial launch of an audited mobile measurement service, expected in the second half of 2009.

People involved include: Tanya Field, Director - Mobile Data Group, Telefonica S.A., Frank Boulben, Director Commercial Strategy at Vodafone Group, Ingo Schneider, Vice President Multimedia, T-Mobile International, Steve Heald, Sales Director, Partner Channels, Orange UK, Neil Andrews, Head of Portal Advertising at 3 UK, Guy Philippson, CEO of IAB UK and Richard Foan, MD of ABC Electronic. More...

In France, mobile operators unite to plan joint internet ratings

Research Magazine reports: FRANCE-- Mobile operators in France will unite to create an audience measurement tool for mobile internet. Orange, SFR and Bouygues Telecom are all backing the project through mobile media association AFMM, together with Geste, which represents online publishers, and Acsel, which represents online retailers. More...

GSM delays launch of mobile ad measurement system

Alex Farber writes for the NMA: Operator body the GSM Association has delayed the launch of its measurement system for mobile advertising until next year. The trade body, which plans to distribute an audit of information about visitors to operator and third party mobile sites, has said it will first announce a plan of action as to what data it's to distribute before rolling out an ongoing service. More...