Five of the GSM Association (GSMA) leading members, Vodafone Group, Telefonica O2 Europe, T-Mobile International, FT-Orange Group and 3, have formed a working group to define common metrics and measurement processes for mobile advertising as part of the GSMA's Mobile Advertising Programme.

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 appropriate information on a consistent and audited basis to deliver cross-operator metrics to the media and advertising communities.

"The commitment of all five UK operators to this initiative is critical for the development and future success of mobile as an advertising channel," said Rob Conway, CEO of the GSMA. "The working group and the GSMA will facilitate crucial engagement between mobile operators, advertisers and agencies, to help ensure that mobile advertising realises its full potential for the benefit of all players in the ecosystem."

A key priority is the definition of a range of metrics that will describe the mobile audience and measure the effectiveness of mobile advertising. The GSMA and its working group will engage with a broad range of advertising industry associations and stakeholders to secure agreement and support for metrics that will form a common mobile media currency.  Based on this currency, and subject to the completion of the feasibility study, all five UK operators will work with the GSMA to develop a proof of concept for a cross-operator mobile media planning capability during 2008.