Mobile Advertising

Mobile Advertising Programme (MAP)
The GSMA is facilitating a range of cross-operator initiatives to accelerate the development of mobile advertising, and to build trust and confidence in mobile as a medium.

By focusing on putting customer preferences first, operators have the opportunity to create positive propositions for advertising that enhance mobile services and the overall mobile customer experience.

The MAP Working Group
In February 2008, we announced that five GSMA members had formed a working group to define common metrics and measurement processes for mobile advertising as part of the GSMA's Mobile Advertising Programme.

The members are:

• Vodafone Group
• Telefonica O2 Europe
• T-Mobile International
• FT-Orange Group
• 3
  

The working group is conducting a feasibility study, focusing initially on the UK, a leading mobile and advertising market, working with each company's UK operating business to explore the aggregation of valuable operator data on an independent, consistent and audited basis to deliver cross-operator metrics to the media and advertising communities.

The group will consult the advertising industry to secure its support for metrics that will form a common mobile media currency. The combination of a widely adopted common currency with independently aggregated and audited census-level data represents a chance for mobile to differentiate itself from all other media, in terms of the granularity and transparency of its reporting.

Please click here for more information on the GSMA Mobile Media Metrics product and our partnership with comScore.

For further information contact mmm@gsm.org