YES - Paul Frampton, managing director, MPG and Media Contacts
At last, the new GSMA measurement system is an alternative to cookies for mobile.
Permanent IDs tracked over aggregated operator data is a very smart solution that will go a long way to prove the effectiveness of mobile advertising.
The harsh reality of today's economic climate though, is that mobile will be a regular casualty of budget cutbacks.
At least now, as an agency, we have the ammunition to justify mobile's inclusion, which, in time, will impact on budget allocation.
NO - Kevin Murphy, managing director, Zed Media
This alone is not the answer to all the problems mobile advertising faces with regard to generating a significant increase in its share of media spend.
It is certainly a strong move forward, as we all know good targeting is absolutely critical to campaign success.
Mobile ads can be as creative or eye-catching as you like, but if it goes to the wrong audience, it will fail. So, having some audience planning rigour is certainly welcome. I am equally encouraged by the move towards third-party mobile ad serving because, again, the basic principles of marketing demand that activity is measurable to establish return on investment.
It is also key for mobile media to be easily comparable with other channels and for cross-media effects to be analysed.
YES - Matt Simpson, head of digital, OMD Group
When it comes to advertiser investment, mobile is no different from any other media channel and agencies must convince clients of the efficiency and effect of all their media activity.
The GSMA's planned audience measurement system is the first and biggest step towards legitimising mobile as a genuine mass-media channel for advertisers. Establishing accepted audience measurement will massively aid the medium's ability to be tracked and, as such, offers advertisers the opportunity to genuinely understand the return they will receive on their investment.
The net result will be a significant uplift in the amount of money spent on mobile advertising. However, this will not happen overnight. There are still many issues for mobile media resellers to deal with before agencies start to look at mobile as a realistic consideration on most campaigns.
YES - Richard Sharp, managing director, media and UK trading, ValueClick
Investing money in a new mobile measurement system is a great step forward.
The big thing for mobile is that it's a stand-alone medium, but it is also a real complement to other media.
The challenge has been that there haven't been results about its effectiveness compared to other media, but that will change with the new GSMA system and the media will effectively be able to tie in with TV, press and other channels.
There will not necessarily be a significant increase overnight but, long term, there will be.
The next step will be to look at how to get a cross-over of users by using the right analysis.