GSMA launches programme to help mobile advertising shine<br/>

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The GSM Association (GSMA) is putting its weight behind a programme designed to encourage common standards and proper conduct for mobile advertising to ensure the medium is as successful as possible.

In addition to establishing standards, the GSMA - which represents more than 700 mobile operators who collectively server almost two-and-a-half billion users - aims to put in place metrics to measure the effectiveness of mobile ads as well as ensuring that any marketing techniques deployed add value to, rather than detract, from the mobile experience for users, by balancing the needs of communication and data collection with privacy concerns.

"The mobile phone can offer advertisers a level of immediacy, intimacy and personalisation that cannot be matched by other mediums," said Bill Gajda, chief commercial officer for the GSMA.

"To realise this potential, the mobile industry, the advertising industry and the content industry need to come together to better define what advertising should look like on a mobile phone and how its effectiveness should be measured."

The initiative directed by the GSMA's Mobile Media and Entertainment Group who will push for change to optimise advertising on the so-called 'fourth screen' by consulting with industry players and collectively taking action.

"The opportunities of the mobile entertainment and advertising market are both vast and challenging," said Ben Hirsch, director of market development for group customer marketing at Orange, one of the founding members of the GSMA's Media and Entertainment Group.

"By working together to define a common approach to formats, delivery, inventory management and measurement, the operator community can ensure that it serves both advertisers and customers in the most effective ways possible."

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