After releasing its Mobile Advertising Guidelines, Mobile Marketing Association (MMA) has switched its focus on measurement of mobile advertising initiatives. A new group called Global Measurement Committee (GMC) is formed to spearhead this project.

This is logical step to do given that big advertising firms are quite hesitant to venture in this rather lucrative opportunity. ABI projects the market to reach $3 billion by end 2007 and expand to $19 billion in 2011.

Today, mobile spend by brand marketers is in the trial stages. Before allocating more budgets to mobile, brands require a deeper understanding of the role of mobile in the overall mix, consumer acceptance of brand messaging, consistent guidelines and best practices as well as insight into effectiveness and value. Under guidance of the MMA GMC, the industry will create a framework for the measurement of mobile marketing campaigns across all channels such as mobile video, television, multimedia services and more.

"Measurement was one of the two most critical items we needed to address in rebuilding the internet advertising industry," said Greg Stuart, former CEO of the IAB. "Marketers and their agencies demand that all digital mediums, including Mobile, provide superior advertising measurement, while insuring that the measurement meets the standards and market acceptance of traditional media. How well the Mobile Marketing industry accomplishes this will determine whether they capture their rightful share of marketers' budgets."

Via MoCoNews