Mobile Advertising Committee sponsored by 31 March 2009, Las Vegas
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Transcript of Mobile Advertising Committee sponsored by 31 March 2009, Las Vegas
June 4, 2008April 4, 2008
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Mobile Advertising Committee sponsored by
31 March 2009, Las Vegas
Committee Co-Chairs:
Mobile Advertising Committee:
Joshua Maa, Madhouse
Markus Munkler, Vodafone
Stephen Upstone, Ad Infuse
Stephanie Bauer Marshall, Verizon Wireless
Display Sub-committee:
Erica Chriss, Greystripe
Juan Antonio Munoz-Gallego, Unkasoft
Stephanie Bauer Marshall, Verizon Wireless
Mobile Video & TV Sub-committee
Stephen Upstone, Ad Infuse
Ken Gierl, MediaFLO USA
Messaging Sub-committee
Kirsten McMullen, 4INFO
Eran Hertzmann, Mobixell
MMA Liaison
Kristine van Dillen
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9:00 am – 9:15 am* Meet & Greet
9:15 am – 9:20 am Welcome & Agenda
9:20 am – 9:40 am MMA & Mobile Ad Committee Overview
9:40 am – 10:00 am Mobile Ad Committee Strategy
10:00 am – 10:10 amParticipation & Mobile Ad Guidelines Timeline
10:10 am – 10:40 amMobile Ad Guidelines Status
10:40 am – 11:00 amNext Steps & Closing
Agenda
* note: all times are in Pacific Daylight Time
Mobile Advertising Committee Messaging, Display and Mobile Video/TV sub-committees
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Industry Initiatives• Best Practices and Education• Consumer Privacy & Protection• Measurement• Certification and Compliance
Events• MMF: APAC Singapore, April 28th & 29th
• NYC Headquarters Open House New York, May (TBD)• MMF: North America New York, June 2nd & 3rd • Committee Face to Face Meetings: New York, June 4th • MMF: Europe Berlin, September 8th – 9th
Research • VP of Market Intelligence & Strategy
Mobile Advertising Committee Messaging, Display and Mobile Video/TV sub-committees
MMA Overview
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Committee Charter: The Mobile Advertising committee is establishing a library of format and policy guidelines for advertising within content on mobile devices. The guidelines will be developed for all mobile content mediums including browseable, downloadable and video and will serve as a framework for operators, publishers, agencies, and brands to adopt as industry approved standards within their mobile marketing initiatives. The creation of ad standards by the MMA ensures that the industry is taking a proactive approach to keep subscriber experience, content integrity and executional simplicity as the driving forces behind all mobile advertising programs.
Committee Goals:
• Unify consumer experience.
• Reduce costs of creating, selling and purchasing mobile advertising.
• Establishes best practices to increase industry efficiency.
• Identify widely used technologies.
Mobile Advertising Committee Messaging, Display and Mobile Video/TV sub-committees
Committee Overview
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Mobile Advertising Committee Messaging, Display and Mobile Video/TV sub-committees
Recent Accomplishments: • Oct ’08 - Published Global Mobile Advertising Guidelines (revision)• Jan ’09 - Published Mobile Advertising Overview (revision)• Feb 09 – Translation of Mobile Advertising guidelines into Portuguese
2009 Objectives: • Publish Global Mobile Advertising Guidelines (revision)
Other Strategies: • Mobile Advertising Overview updates• Ad Unit Definitions: UMAP (universal mobile advertising package)• Additional sub-committees: Search/SEO, Voice (RBT), LBS• Dovetail /Incorporate with U.S. CBP• Other?
Committee Strategy
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Mobile Advertising Committee Messaging, Display and Mobile Video/TV sub-committees
Global Mobile Advertising Guidelines Participation & Timeline (2 options)
Task
Force
Contribution
Sub
Committee
Review &
Quorum
Full
Committee
Review &
Quorum
Public
Review &
Response
Final
Publication
1 month
May
1 month
June
2 weeks
April
3 months
Jan - Mar
2 weeks
April
Semi-Annual
Publication
1 month
August
1 month
September
6 weeks
June & July
4 months
Jan – Apr
6 weeks
May & June
Annual
Publication
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Mobile Advertising Committee Messaging, Display and Mobile Video/TV sub-committees
June 2009 Global Mobile Advertising GuidelinesGeneral updates
ID Work Stream
38.0 Quick reference of formats and guidelines
30.0 Mob ad consumer awareness (ad indicator?)
39.0 Define Mobile Search formats and guidelines
40.0 Define voice advertising guidelines (2H09).
41.0 Remove all examples/ case studies
42.0 Consistent language and structure
37.0 Define guidelines for consumer call to action
34.0 Define guidelines for new channels, i.e. flash, silverlight
36.0 Define best practices for widgets
31.0 Guidelines on consumer opt-in before ad delivery
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Mobile Advertising Committee Messaging, Display and Mobile Video/TV sub-committees
June 2009 Global Mobile Advertising GuidelinesDisplay updates
ID Work Stream
1.0 Universal guidelines for WAP 1.0 and Text Ads
3.0 Updated display widths (i.e. Scroller Bars)
4.0 XXL screen size formats and landscape guidelines.
5.0 Expand animated creative formats and guidelines. (i.e. time & size)
2.0 Define best practice on sniffing/rendering technologies.
6.0 Expand guidelines for Mobile Applications (Mobile Ad Overview Mobile Applications).
7.0 XXL screen size formats and landscape guidelines.
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Mobile Advertising Committee Messaging, Display and Mobile Video/TV sub-committees
June 2009 Global Mobile Advertising GuidelinesMessaging updates
ID Work Stream
11.0 Guidelines for 1) Time of Day of SMS, 2) frequency of SMSs, 3) Universal STOP
9.0 Refine recommendation on using 'text speak'
10.0 Update design principles to reflect UK requirements
8.0 Notation: XXL screen size not applicable for SMS
12.0 Revisit MMS ad units based on best practice observation
13.0 XXL screen size formats and landscape guidelines
22.0 Guidelines on URLs
16.0 Guidelines should differentiate between full & partial ad
23.0 Define MMS Video Guidelines (TBD)
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Mobile Advertising Committee Messaging, Display and Mobile Video/TV sub-committees
June 2009 Global Mobile Advertising GuidelinesMobile Video & TV updates
ID Work Stream
26.0 Define Guidelines on interactivity
28.0 Refine commercial length (provide context, exceptions, etc.)27.0 Address targeting
24.0 Remove named companies
25.0 XXL screen size formats and landscape guidelines.
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Mobile Advertising Committee Messaging, Display and Mobile Video/TV sub-committees
Thank you!
for committee updates, please refer to the Mobile Ad Committee forum:
http://www.mmaglobal.com/forums/message-board/north-americaglobal-committee-forums/mobile-advertising-committee-forum