June 30, 2011

What the UK’s New MMM App Reporting Means for Mobile Measurement Everywhere

Mark Donovan Mark Donovan
Chief Marketing Officer

Last year, comScore marked another mobile first with the release of the GSMA Mobile Media Metrics (MMM) product suite in the United Kingdom. This remarkable collaboration among comScore the GSMA mobile trade association and UK mobile operators provided, for the first time, a view of mobile browsing behavior based on a census of mobile operator traffic.

Last week, we marked the first full day of summer by announcing the immediate availability of MMM application reporting. By providing media owners and agencies a view into both browsing and connected application usage, MMM offers a significantly more complete and more granular view of mobile media consumers and their habits. For the first time the market is able to see the audience reach of mobile apps together with a measure of the media consumed by users; media owners are able to characterize their properties by traffic and audience profile from both browsing and application use.

This initiative and its underlying technology and expertise are relevant far beyond the UK market. The ability to process, analyze, and report on massive amounts of network operator data in a way that resonates with the needs of media buyers is on public display in the GSMA MMM product suite, but it’s a capability comScore has demonstrated and deployed to operators in a wide variety of markets. It’s not simply a technology and measurement win—the solution has passed the muster of strict EU privacy regulations and a third-party audit.

The mobile market - and particularly the smartphone and connected device sectors - are growing dramatically. It’s a challenge to accurately and meaningfully measure a phenomenon as important and dynamic as mobile, which is why comScore has focused on investing in and building out an array of measurement approaches. Network census, as illustrated by our work with the GSMA and the UK operators, is a key component of this strategy, as is our sophisticated MobiLens survey and our work to provide content owners and app developers with the tools to properly tag their sites and apps.

Over the next several months we’ll be enhancing our products in the UK, the U.S. and other global markets with mobile data from tagged sites and apps. Content publishers who wish to participate - and provide advertisers with independent third-party metrics to help evaluate and justify their marketing spend - are invited to see what we have to offer at direct.comscore.com.

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