Following a year-long study into the viability of such a system with the UK’s five mobile phone networks – O2, Vodafone, Orange, T-Mobile and 3 – the GSMA has approved the launch of an audit system for mobile audiences.The study has created a measurement process for mobile browsing that respects the privacy of mobile users and provides planning information for media and advertising agencies.
Rob Conway, chief executive and board member of the GSMA, said: “Access to transparent measurement is essential in establishing mobile as a legitimate advertising medium. This programme will help take the guesswork out of mobile for brands, publishers and agencies.”
“For the first time, the advertising community has access to real, aggregated mobile audience data, which offers insight into the most popular sites, ranked by number of visitors, page impressions, time and duration of visits.”
The GSMA study reveals that mobile sites owned and operated by mobile phone networks continue to command the largest audiences, with 68% of UK mobile users visiting operator portals.