The Mobile Marketing Association (MMA) has come out is support of the GSMA and comScore initiative to launch Mobile Media Metrics (MMM) in UK with a aim to provide a census-level solution for mobile media reporting.

The metrics will provide information on 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.

 Paul Berney, Managing Director Europe, Mobile Marketing Associationcomments, “As the mobile channel continues to grow and mature, the industry needs to respond to the demands from brands and agencies for more tangibility and measurement. Whilst ‘traditional’ marketing channels such as print and television can be measured to a certain extent by spikes associated with particular campaigns, mobile has the potential to offer a far more concise and accurate overview of the impact that a campaign is having. However, it’s clear that definition, accuracy and consistency of measurement are absolutely integral to the development of the mobile channel. With these foundations in place, brands, agencies, media planners and buyers will be able to quantify performance, understand consumer behaviour and generally generate coherent and reliable results from their mobile initiatives world-wide. Following in the footsteps of the MMA’s Mobile Measurement Ad Currency Definitions, the GSMA and comScore’s Mobile Media Metrics initiative is a positive move for the industry – and one which will help to refine and improve the use of the mobile channel, and demonstrate its full potential.”