A New Mobile Metric Signals Consumer-Usage Habits

Geoffrey Precourt

This report, from an ARF seminar, discusses recent developments in mobile audience measurement. GSMA/comScore's Mobile Media Metrics, which began delivering insights in early 2010.

A New Mobile Metric Signals Consumer-Usage Habits

Geoffrey PrecourtWarc

“Mobile devices are ubiquitous and personal,” Andy McGuire, GSMA (Global System for Mobile Association) vp/business development, told an Advertising Research Foundation (ARF) seminar at the organization’s two-day 2010 Audience Measurement conference.

“As such, they’re an ideal platform for advertising.”

But McGuire added that the reality of practice still doesn’t match the potential of the technology, in that mobile advertising still lags “significantly” behind other channels. To make up the difference, “We’re working with all mobile operators to get census-level data.”

And he offered the ARF audience “three key elements” that...

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