GSMA chooses comScore as UK mobile metrics partner

The GSMA has chosen comScore to be its measurement partner for the Mobile Media Metrics (MMM) commercial implementation in the UK. This means that comScore will provide the metrics for the GSMA; some data will be available later this year but the full commercial launch comes next year.

by Kristina Knight

This partnership will give mobile marketers in the UK a better handle on how consumers are engaging and responding to mobile ads.

Henry Stevens, Director Media and Entertainment, GSMA said, "comScore has combined mobile-specific expertise with its established strength in online media measurement and we are very pleased to continue this successful relationship. Together we will show how, in a challenging economic environment, mobile is and will be a major driver of growth for the advertising and media industries."

UK mobile providers Vodafone, Orange, O2, 2 and T-Mobile reached the agreement with comScore and the GSMA earlier this year.

One problem for mobile marketers is walking the oh-so-slim line between giving consumers what they want - information now - and building interest in upcoming launches, promotions and general information. Studies have shown that mobile consumers, unlike traditional online consumers, what information as quickly as possible. They don't want to wait for the full launch or the next campaign or even the next headline grabber. Quick snippets, short codes and 'breaking' news are key with mobile consumers.

Still, the mobile marketplace continues to expand and more consumers push into the market. According to a Gartner report, mobile revenue should reach $913 million in the US this year and could quadruple over the next few years.

Tags: comScore, Gartner, GSMA, mobile advertising, mobile marketing, mobile metrics