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UK Operators Cooperate Over Mobile Advertising Metrics

By Paul Rasmussen

The mobile advertising market has received a major boost with the UK's five major mobile phone operators agreeing to appoint the Internet Advertising Bureau (IAB) as the trade body responsible for measuring their advertising performance and success. The networks have also agreed to provide funding to the IAB as it expands its remit to include the mobile market.

The work will be undertaken by the Mobile Steering Group (MSG), a joint IAB and operator task force, to educate the advertisers and agencies about the benefits of mobile advertising, something that Vodafone, T-Mobile, Orange, O2 and 3 will be keen to look into. An IAB study published late last year concluded that the mobile advertising market was viewed in much the same way as online was at the turn of the century - lacking standards, measurement systems and case studies demonstrating its benefits.

To complicate this picture, the IAB will also work to standardise mobile advertising with the Mobile Marketing Association, and will partner with PwC to set up a scheme to evaluate how much the mobile advertising industry could be worth. Some analysts have attempted recently to downplay the hype surrounding mobile advertising by estimating that only £30 million a year is spent in the UK on this form of advertising. [FierceDeveloper]

Forecast: Mobile Ad Revenues to Top $12B by 2011

By Jason Ankeny

Worldwide mobile advertising revenues will grow to more than $12 billion by 2011 according to a new forecast released by information technology research and advisory firm Gartner, which adds that operators must differentiate their advertising approach in the face of direct competition from device makers and web services giants like Google and Yahoo.

Gartner argues carriers must exploit access to multiple delivery channels including SMS, MMS, email, mobile search and location-based services--at the same time, operators must tread carefully to balance their advertising ambitions with user privacy and spam control concerns.

Gartner says operators must also convince advertisers and marketers their value proposition is an effective alternative to traditional media channels like television and newspapers as well as the web, drawing on inherent strengths like their subscriber relationships, understanding of local markets, customer databases, network control and multiple channel access.

"Carriers can expect to become an integral part of consumers' lifestyles when they can reliably deliver relevant advertisements to them," said Gartner research director King-Yew Foong in a prepared statement. "This will require closer cooperation and partnerships with other businesses, such as retailers, restaurants and cinemas." [FierceMobileContent]

Bango and Millenial Team Up To Provide Advertising Metrics

Bango and Millenial Media have announced a partnership that will allow mobile advertisers to better understand the traffic that is being exposed to their ads, and so optimize for better performance.

Millennial Media has announced that it has integrated Bango’s mobile analytics into its Decktrade marketplace platform. Decktrade is a performance-based, self-service network for mobile advertising, featuring a simple-to-use auction environment.

Bango’s analytics platform was recently upgraded, and now provides the two metrics most sought after by website owners: the number of unique visitors browsing the site and conversion rates from mobile marketing campaigns (see post with more details on Bango Analytics.)

Ray Anderson, CEO of Bango said “this partnership gives mobile website owners the tools to target exactly the right audience across multiple markets and to increase their success on the mobile web”.

Eric Eller, Millennial Media’s SVP of products and marketing explained further, “Our Decktrade customers will benefit from being able to leverage the response of each campaign to then reinvest where they see the strongest performance.” [MobiAdNews]

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