The big five form mobile ad working group

Mobile operators Vodafone, O2, T-Mobile, Orange and 3 have formed a working group to create a measurement system for mobile advertising.

The group, part of the mobile trade body the GSM Association, is working with each company's UK operating business on a feasibility study to explore which information can be consistently audited to deliver cross-operator metrics to the media and advertising community.

Rob Conway, CEO of the GSMA, said, "The commitment of all five UK operators to this initiative is critical for the development and future success of mobile as an advertising channel."

"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."

The GSMA working group intends to share the results from the study with mobile markets across the world.

www.nma.co.uk Sam Matthews 2008-02-12