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 GSMA Mobile Media Metrics service is based on anonymised, census-level data for mobile Internet usage across mobile networks, which is augmented with demographic data that has been collected with the consent of a representative sample of mobile Internet users. The Mobile Media Metrics service provides a rich, aggregated view of mobile Internet usage behaviour, enabling market-level analysis of site visitation and engagement metrics, such as page views, time spent on specific sites, and device types and features.
“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. “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).�?
Based on pre-production data*, 16 million people in the UK accessed the Internet from their mobile phones in December 2009, viewing a combined total of 6.7 billion pages and spending an aggregate of 4.8 billion minutes online during the month. The top 10 sites accounted for 70 per cent of both total pages viewed and total time spent online on mobiles during the month.
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