GSMA Group Develops Mobile Ad Metrics
Securing credible stats on the effectiveness of mobile ad campaigns has been a challenge because of privacy concerns and a fragmented industry full of numerous carriers that tend to keep customer data close to the vest. The industry group, which represents about 750 mobile operators, worked on the project to create new measurements with five carriers: 3, Orange, Telefonica, T-Mobile and Vodafone.
The feasibility study unveiled Monday measures the effectiveness of mobile ads and gives brands, publishers and agencies access to aggregated user behavior data, enabling comparison with other media. For example, mobile users accessing Facebook spend an average of 24 minutes per day on the site, similar to the 27.5 minutes spent by PC users. Mobile users on Facebook averaged 3.3 visits per day versus 2.3 visits per day by PC users.--Laurie Sullivan
Recent Online Media Daily Articles
-
New Stanford Initiative Helps Browser Developers Refine Cookie-Blocking June 19, 7:35 p.m.
Privacy advocates at Stanford on Tuesday unveiled a new initiative that could pave the way for ... -
Facebook Aims To Simplify Page Analytics June 19, 5:52 p.m.
In its latest step to simplify advertising and marketing on Facebook, the company on Wednesday announced ... -
Powley Tapped As iCrossing CEO June 19, 5:32 p.m.
Catching agency watchers off guard, Don Scales is stepping down as CEO of iCrossing, effective immediately.Stepping ... -
Twitter Gets Social With Viacom June 19, 5:21 p.m.
Twitter took another step Wednesday toward supporting television. The social-media company signed a partnership with Viacom ... -
Digital, Alternative Media Revs Forecast To Hit $436B By 2017 June 19, 3:01 p.m.
Various types of mobile marketing and advertising accounted for nine of the top 10 fastest-growing digital ... -
Acquisitions Flourish, Google To Seek Equity Firm To Further Deals June 19, 1:24 p.m.
Google is considering alliances with private-equity firms to help structure acquisition deals, but the tech company ... -
Millennial Expands Video Ad Options June 19, 11:44 a.m.
Mobile ad network Millennial Media is stepping up its video ad offerings with the launch of ... -
CIMM Issues Request For Data, Cross-Platform Metrics June 19, 9:29 a.m.
The Coalition for Innovative Media Measurement (CIMM) said it has issued a request for proposals involving ... -
Heads Or Tails: Facebook Grows A Long One, Surpasses 1 Million Advertisers June 19, 7:48 a.m.
Facebook has reached an important ad industry milestone, becoming one of the few mega platforms to ... -
Consumer Action: Most Web Users Want Control Over Tracking June 18, 8:20 p.m.
Most Web users have expectations about privacy that appear to be at odds with current practices ...
Be the first to comment on "GSMA Group Develops Mobile Ad Metrics"
Leave a Comment