GSMA Launches Mobile Media Metrics Service: Mark Slade, 4th Screen Advertising comments

The GSM Association (GSMA) and comScore, in partnership with operators O2, Vodafone,
Orange, T-Mobile and 3UK, have announced the official UK launch of the GSMA Mobile Media Metrics (MMM) product, a census-level solution for mobile media reporting. Taking irreversibly anonymised mobile Internet usage data from all five UK mobile operators, the service aims to provide comprehensive insights into mobile media consumption, empowering brands and agencies to plan effective and focused campaigns for the mobile medium.

Core Facts

GSMA and comScore announce the UK launch of the Mobile Media Metrics product
Operators 02, Vodafone, Orange, T-Mobile and 3UK to provide mobile media data
Initiative will provide transparency and access to vital mobile media data for advertisers

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The launch of the Mobile Media Metrics product is a hugely significant shot in the arm for the mobile advertising industry and something that we welcome wholeheartedly, not least because it provides the top level transparency needed to show the advertising world just how potent the mobile medium is. Moving forward, the significance of the screen in our pocket will grow as internet access via mobile eclipses the PC. Now underpinned by the relevant data, brands and agencies have the insights needed to plan mobile campaigns that fully compliment other channels, enabling them to take a multiplatform approach to ad spend that is driven by ROI. The mobile advertising industry just took a big step forward.

Mark Slade, MD of mobile advertising agency, 4th Screen Advertising

Company information

About 4th Screen Advertising
4th Screen Advertising is the UK’s leading independent mobile advertising sales agency and works closely with brands and mobile publishers to deliver effective and ROI driven campaigns.

The company has exclusive sales agreements with some of the UK’s leading operators including O2, Virgin Media, 3 UK and Tesco Mobile and has access to more than half of the UK’s mobile internet users through its proprietary ad serving platform - Mpression.

4th Screen Advertisings in-house creative, technological and dedicated account management teams provide advice and solutions to help brands and publishers to optimise opportunities in mobile advertising.

Moving mobile advertising beyond the static banner, 4th Screen Advertising is driving new ad formats. In July 2009 the company launched iSlide, a rich media touch to expand ad-format specifically designed for the growing smartphone market (iPhone, Android, Ovi, Blackberry and Palm Pre). iSlide enables integration with handset functions such as GPS and enhanced video functionality as well as allowing users to browse the mobile internet from within the application giving customers a much more engaging and memorable brand experience.

To learn more visit www.4th-screen.com

4th Screen Advertising is part of Mobile Interactive Group (MIG) www.migcan.com

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