GSMA and ComScore have released the first, industry-standard metrics for mobile advertising. The metrics are based on anonymous browsing data gathered from all five UK operators' subscriber bases. These behavioural metrics are complemented by some basic demographic data collected on an opt-in basis from a small panel of mobile users. The mobile metrics are currently confined to the UK, but there are plans to expand to other markets. In India, mobile advertising is at a very nascent stage and is limited mostly to bulk SMSs.
It may be recalled that mobile advertising has been around globally for a decade, but is yet to generate significant revenues. This is despite the fact that mobile as a channel has a lot to offer, and brands and agencies are, without doubt, interested. The global mobile advertising industry is expected to grow up to $24 bn by 2013. According to industry reports, mobile advertising in India currently stands at around $25 mn and growing.
But for most brands outside the ranks of Coca Cola and Unilever, mobile advertising is still not a mandatory part of their budget. One major reason is because the mobile advertising market has been very slow to create a well-defined commercial framework, which has resulted in a fragmented market and has made it harder for brands to do business.
The GSMA mobile metrics are a modest but much-needed first step and should be welcomed as they address one of the key factors that have slowed mobile advertising-the lack of standardized metrics for measuring audience engagement.
Eden Zoller, principal analyst, Ovum comments GSMA has the goodwill of the industry behind it, and has created foundations that should see the metrics develop into a standardised tool with global reach. This will not in itself cause massive overnight growth in mobile advertising, but it should instil more confidence and hopefully persuade so far unconvinced advertisers that mobile advertising has finally come of age.
ComScore collates the data on behalf of GSMA and provides it to the advertising community along with associated tools. The data is independently verified by auditors ABC Electronics. The GSMA has been laying the foundations for mobile metrics for the past eighteen months. This includes looking at security and technical issues, as well as working with regulatory authorities and other industry bodies such as the Mobile Marketing Association and Internet Advertising Bureau to ensure a coherent approach.
akhileshs@cybermedia.co.in
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