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Mobile Media Metrics promoting benefits of Mobile Marketing

BIG brands could be encouraged to invest in mobile marketing and advertising thanks to data produced by the mobile media metrics (MMM) service.

MMM, which was launched by the GSM Association and comScore, will now be able to provide hard data to firms illustrating the benefits offered by mobile marketing.

The previous lack of data may have been a barrier in attracting big names to spend part of their promotional budgets on mobile marketing and advertising. An expert said it will "enable marketers to determine whether subscribers are accessing the internet via a mobile application or via a browser".

"Such an insight will surely make a big impact," he added.

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