A sign of the maturing market in mobile marketing is the announcement of the first standardised key metrics for measuring advertisements. These have been developed from a joint effort by the Interactive Advertising Bureau (IAB) and the Mobile Marketing Association (MMA) with the assistance of the Media Rating Council (MRC).

A joint task force comprising of members of the above met for more than a year to develop these guidelines. They have produced ‘Mobile Web Advertising Measurement Guidelines’.

“More than anything, the guidelines demonstrate the mobile industry’s commitment to its marketing partners to create a transparent and consistent business environment for buying and selling ads,” said Greg Stuart, President and CEO, MMA.

Among the objectives of the Guidelines are:

Defining mobile web ad impressions.

Creating a common methodology that will be widely adopted in the USA and globally for counting mobile web ad impression.

Encouraging USA mobile web ad servers to have their impression counts audited by an independent third party.

Providing marketers and agencies with greater clarity and certainty (via the auditing process) that key metrics used for buying mobile web ads are methodologically sound and meet the highest standards available in the media industry.

Reducing levels of discrepancies and spurring the industry’s growth by offering Internet publishers and ad servers a consistent, rigorous way to count the delivery of ad impressions.

IAB have already given online advertisers guidelines and recommended ad sizes, helping the industry as it matures.

The Mobile Marketing Association has also been working hard in the USA and Asia to promote standards for its particular industry.

Agencies and advertisers should appreciate these efforts.