If the advertising and media model is going to work for the mobile industry, advertisers and end users require legitimacy and privacy. The GSMA Mobile Media Metrics feasibility study revealed at Mobile World Congress this week in Barcelona provides a start.
A taskforce led by the GSMA and a task force comprising Telefonica, Vodafone, Orange, T-Mobile International and 3, unveiled the results of a feasibility study this week. It examined mobile audience metrics that will enable media and advertising agencies, brands and publishers to deliver better mobile advertising campaigns. The study created a measurement process for mobile browsing that respects the privacy of mobile users and provides rich planning information for the media and advertising communities.
Rob Conway, CEO and board member of the GSMA, said that access to transparent measurement is essential in establishing mobile as a legitimate advertising medium. “This program will help take the guesswork out of mobile for brands, publishers and agencies," he said, adding that 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.
“This will enable better planning of marketing campaigns, and in turn, will accelerate sales of mobile advertising inventory," Conway said.
Mobile users visit their operator portals most often, but off net, Google is the top destination. People spend more time on Facebook (24 minutes per day) that any other site among the 167,648 measured. Following operator sites, Google and Facebook, the top mobile sites I a UK survey were Yahoo!, BBC sites, Apple Inc, Microsoft, Sony Online, Nokia and AOL. In contract, PC Internet sites included eBay, Amazon and Wikimedia Foundation.
The output of the GSMA's Mobile Media Metrics program will allow brands, publishers and agencies access to rich, aggregated user behavior data, enabling comparison with other media.
Mobile is used consistently throughout the whole day, but the early morning (7-10 a.m.) is the key day part for mobile, accounting for 22 percent of total mobile minutes browsed, compared with only 11 percent of total minutes browsed by PC Internet users in the same day part. Mobile can therefore act as an extension to media such as the Internet and TV, while it reinforces other early morning media, such as radio and newspapers.
