Mobile advertising is critical to the development of a broad range of future mobile content and applications as well as to mobile operators' role in delivering such services to their customers. The media industry requires that mobile be a consistent and transparent medium in order to maximise its effectiveness as a personalised and targeted media channel.
The GSMA is facilitating a range of cross-operator initiatives to accelerate the development of mobile advertising, and to build trust and confidence in mobile as a medium. By focusing on putting customer preferences first, operators have the opportunity to create positive value propositions for advertising that enhance mobile services and the overall mobile customer experience.
Read the Mobile Advertising Programme overview of objectives.
Leading Operators Work Together To Measure Mobile Advertising
In February, we announced that five GSMA members, Vodafone Group, Telefonica O2 Europe, T-Mobile International, FT-Orange Group, and 3, have formed a working group to define common metrics and measurement processes for mobile advertising as part of the GSMA's Mobile Advertising Programme.
The working group is conducting a feasibility study, focusing initially on the UK, a leading mobile and advertising market, working with each company's UK operating business to explore the aggregation of valuable operator data on an independent, consistent and audited basis to deliver cross-operator metrics to the media and advertising communities.
The group will consult the advertising industry to secure its support for metrics that will form a common mobile media currency. The combination of a widely adopted common currency with independently aggregated and audited census-level data represents a chance for mobile to differentiate itself from all other media, in terms of the granularity and transparency of its reporting.
"Measuring Mobile Advertising" - MobiAD News
Read an indepth interview with Henry Stevens, Director Media & Entertainment, to get background and details relating to the GSMA Mobile Advertising Programme.
The MAP Steering Group comprises operators from around the world and serves as a forum for those operators to contribute to project activities, share experiences and participate in the GSMA's work with other industry bodies and stakeholders. The groups objectives are to facilitate operator joint action and activities to accelerate the growth and development of mobile advertising guidelines and best practices for mobile advertising. The Steering Group has formed two working groups to focus on specific subject matter areas:
- Measurement and Metrics Working Group
Investigate opportunities for operators to work together to develop common metrics and a process to deliver those metrics on an independently aggregated and audited basis. - Messaging Working Group
Create use cases, business models and best practices in order to define messaging as a primary medium for reaching consumers and tracking brand and transaction interaction.
If you have interest in one of the groups above, please contact us for more information.