Mobile firms to build common measuring standards
Thursday, 14, Feb 2008 11:30
Britain's five main mobile operators have announced they are combining their efforts in order to create common measurement standards for advertising through handsets.
Vodafone, O2, T-Mobile, 3 and Orange have set up a working group to make an audience measurement system such as those which already exist for television.
One of the most commonly-cited problems the potentially-lucrative mobile advertising sector faces is a lack of consistency in measuring audiences.
Julien Theys, research analyst for mobile at Screen Digest, told the Guardian the move could be an attempt to pre-empt Google.
"Google is preparing an aggressive entry into the mobile sector. This move by the operators can also be seen as a defensive strategy to consolidate their position in mobile advertising, gaining an important head-start," he suggested.
However, speaking yesterday through his blog, JupiterResearch analyst Nate Elliott said it is unlikely 2008 will be the year mobile advertising finally breaks into the mainstream.
This is due to inhibiting influences such as a lack of budget, the high costs and inexperience in dealing with the mobile platform, he asserted.
