GSMA Mobile Media Metrics
Next Generation Media Measurement for Mobile
The rise of smartphones and mobile internet usage creates a need for comprehensive and granular measurement.
Metrics on Steroids. A 3D View of the Mobile Landscape.
What advertisers are looking to do is understand how many people of what kind are engaging with this medium and how deeply they are engaging, and they tailor their expenditure and their budgets to that data. Mobile Media Metrics promises to give advertisers exactly that kind of data.
As with any grown up medium, in order for mobile to truly be accountable and to flourish, it needs to be measurable. What we are really excited about is the granular level of data that this service is going to provide. It will allow us to understand in fine detail the consumer journey from start to finish.
I welcome Mobile Media Metrics. I think it has been a long time in construction. It is something the industry has been crying out for. It is something that we at Thomson Reuters want; it is what the advertising community wants; and I think it’s a great step forward.
Mobile Media Metrics (MMM) meets this need through comScore’s partnership with the GSMA and leading U.K. mobile operators to share the full mobile picture with the industry.
GSMA Mobile Media Metrics provides a powerful view of the who, what and where of the mobile web to give publishers more comprehensive measurement and advertisers more extensive media reach data. This next generation of media measurement combines irreversibly anonymised census-level data from O2, Vodafone and EverythingEverywhere with off network (WIFI) behaviour from tags along with rich demographic data from a representative sample of mobile users. The secure, industry-agreed process is regularly audited by the Audit Bureau of Circulations (ABC) UK and provides the only data source for mobile audience web and app measurement accessed using UK mobile networks.