At the official UK launch of the new Mobile Media Metrics initiative, ISBA’s Bob Wootton said its impact would be positive for brands.
In his key note address welcoming the launch, the result of a collaboration between GMS and Comscore, he highlighted the place mobile is likely to play in the next up-swing in the advertising market, continuing: “The next 10 years can be the time for mobile as social networks and brands seek personal engagement. Giving brands the audience metrics opens the way for the mobile media.”
The launch of the Mobile Media Metrics mobile audience measurement initiative took place to a full house at London’s IMAX cinema yesterday evening.
The initiative is giving early results now, with more detailed analysis due in a few weeks. More information is available from www.comscore.com.
