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GSMA's Mobile Media Metrics Goes Live

mmm-logos.gifTwo years ago it was announced as a concept, but now it is going live.

The GSMA, in partnership with the top 5 UK mobile operators – O2, Vodafone, Orange, T-Mobile and 3UK – has announced the official launch of Mobile Media Metrics (MMM), a census-level solution for mobile media reporting.

Lack of good mobile media metrics has often been cited as contributing to the slow growth of mobile advertising, but this program should go a long ways towards solving that problem.

Lack of good mobile media metrics means that there has been a lack of consistent, industry wide information about mobile internet usage – how many people visit which site, for how long, what is their demographic profile, etc. Without this information, it is hard for media planners to know where to place their ads and what results could be expected.

Two years ago the GSMA announced a major project to address this issue. Joining up with the major operators in the UK and research firm comScore, they undertook to collect usage data from all operators, analyze it, and produce a media metrics report that could be used by the advertising community for ad planning and buying purposes.

(Read GSMA and Mobile Operators Join To Measure Mobile Advertising and Measuring Mobile Advertising – An Interview with Henry Stevens, Director Entertainment & Media, GSMA)

Clearly this is not as easy as it sounds, as there are enormous issues with insuring anonymity, the variation of data and systems between operators, building levels of trust, and more. But now those hurdles have been overcome, and the MMM is ready to go live.

Rob Conway, CEO and Member of the Board of the GSMA, said “The underlying principle of Mobile Media Metrics is to deliver valuable and actionable reporting tools to the media industry, while respecting the privacy of individuals. Access to transparent measurement is essential in establishing mobile as a legitimate advertising medium, and Mobile Media Metrics is a critical element in advancing this process.”

The Mobile Media Metrics service provides an aggregated view of mobile Internet usage behaviour and enables market-level analysis of site visitation and engagement metrics. These engagement metrics can include page views, time spent on specific sites, and device types and features. This should give media planners a wealth of information to work with.

The full service is planned to go live with data from all 5 operators early in Q2 of 2010. As a “pre-production” example, the GSMA has released some MMM reports based on data collected in December 2009 (this includes data from only 3 operators).

The headline numbers are:

  • 16 million people in the UK accessed the Internet from their mobile phones in December 2009
  • they viewed a combined total of 6.7 billion pages and spent an aggregate of 4.8 billion minutes online during the month
  • The top 10 sites accounted for 70 per cent of both total pages viewed and total time spent online on mobiles during the month

A more detailed breakdown of the top mobile internet sits in the UK shows that Facebook is by far the most viewed site, with over 5 times the total minutes viewed of any other site.


Shaun Gregory, Managing Director of O2 Media, commented “Media planners and buyers have been crying out for more accountability, efficiency and targeted opportunities in mobile. The launch of Mobile Media Metrics will help to provide accurate and targeted measurement and we fully support this. Such data is crucial to realising the full potential of mobile to deliver highly personalised brand communications to customers.”

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