Mobile operators join hands to launch mobile media metrics in the UK

The GSMA and comScore, in partnership with operators O2, Vodafone, Orange, T-Mobile and 3UK, have confirmed the official UK launch of the GSMA Mobile Media Metrics (MMM) product, a census-level solution for mobile media reporting.

The service will provide insights into mobile media consumption, empowering brands and agencies to plan effective and focused campaigns for the mobile medium.

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, said Rob Conway, CEO and Member of the Board of the GSMA. 

“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,” said Conway. 

The GSMA Mobile Media Metrics service is based on anonymised, census-level data for mobile Internet usage across mobile networks, which is augmented with demographic data that has been collected with the consent of a representative sample of mobile Internet users. 

The service provides a rich, aggregated view of mobile Internet usage behaviour, enabling market-level analysis of site visitation and engagement metrics, such as page views, time spent on specific sites, and device types and features.