The UK’s five major operators have announced they will be working together to develop common measurement standards for mobile advertising.
Vodafone, Orange, O2, T-Mobile and 3 revealed they will all be working with the GSM Association at the Mobile World Congress in Barcelona to pool information on customer numbers and usage patterns.
This will help develop a common set of metrics for measuring the reach of mobile advertising.
A working group has been formed which will liaise with each company’s UK operating business to explore and develop the plans.
Rob Conway, CEO of the GSMA said: ‘The commitment of all five UK operators to this initiative is critical for the development and future success of mobile as an advertising channel.
‘The working group and the GSMA will facilitate crucial engagement between mobile operators, advertisers and agencies, to help ensure that mobile advertising realises its full potential for the benefit of all players in the ecosystem.’
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.
Based on this currency, and subject to the completion of the feasibility study, all five UK operators will work with the GSMA to develop a proof of concept for a cross-operator mobile media planning capability during 2008.
Richard Saggers, head of mobile advertising at Vodafone said: ‘Mobile advertising is a key component for driving mobile usage, but in order to be effective it needs to be widely supported by the advertising industry.’
‘The power of the mobile as a marketing tool can only be realised if advertisers can clearly see and understand the benefits compared to traditional media,’ said Phil Chapman, director of marketing at T-Mobile UK.
Steve Ricketts, head of third party services at Orange UK said: ‘It is essential that the industry works together to ensure mobile adverts work for both customers and advertisers.’