MMA comes out in support of Mobile Media Metrics in the UK

The Mobile Marketing Association (MMA) has announced its support for the GSMA and comScore initiativ

The MMM will provide information on Internet usage behaviour, enabling market level analysis of metrics such as page views, time spent on a site and the mobile device used.

MMA's Managing Director in Europe, Paul Berney, said "whilst 'traditional' marketing channels such as print and television can be measured to a certain extent by spikes associated with particular campaigns, mobile has the potential to offer a far more concise and accurate overview of the impact that a campaign is having."

He added that the definition, accuracy and consistency of these metrics will help companies generate reliable results from their mobile initiative world wide.