Earlier this year TNS-Gallup launched a product for the Norwegian media market providing a common currency for traffic measurements. Today the first numbers were published. The product measures unique users, sessions and page views at this stage, but of course much more information is available. The nice thing about these measurements is that the unique users are really unique. This is achieved by the msisdn or an alias from the mobile operators gateways.
I believe this is a huge leap for the Norwegian mobile industry for many reasons. We are now comparing apples and apples, and we can be sure that site1.mobi's unique users are measured the same way as site2.mobi's unique users. Statistics and reports are obvious goodies, but the mobile marketing business now has a common currency enabling the business to precisely determine value on ad space. Reliable numbers are of course also a nice way to get more focus, from the people with money, on the mobile channel as well. Hope this will have a spillover effect in other markets as well!
