TLD
08-20-2007, 02:41 PM
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Marriott: Mobile is
not the same as
the Internet.
Mobile advertising and marketing has gone beyond the experimentation stage by brands, which now see it as a viable option for the promotional dollars, says Laura Marriott, executive director of the Mobile Marketing Association (MMA).
Marriott says an ecosystem is being developed through the MMA that includes brands, agencies, aggregators and wireless carriers. The operators have played a key role in helping the association develop guidelines for advertising on their networks, she says.
Carriers also are starting to take steps to make it possible for advertisers to target particular demographic categories. Sprint was the first, providing information like sex, age and the ZIP code of subscribers on a controlled basis. Verizon Wireless and AT&T are on a similar track.
The biggest challenge for mobile advertising now is educating the ecosystem that mobile is not the same as the Internet, Marriott says, adding that he consumer also has to be educated about the advanced functionality of phones and networks.
The MMA has put together several guidelines and policies for its 400+ members to follow, as well as collaborations with industry groups. Included is its best practices guidelines, which it originally developed in 2005 and recently updated. The update defined guidelines for marketing to children under the age of 13, for opt-in and opt-out through interactive voice response, and for secure opt-ins on the mobile Web.
The association also has established a committee to work on measurements for mobile advertising. The committee hopes to develop a framework to measure mobile marketing campaigns across all channels, including mobile video, TV, multimedia services and more, the MMA says.
The MMA also has established recent relationships with the GSM Association and the dotMobi Advisory Group. The GSMA and MMA said they will cooperate on the development of mobile advertising globally through standardization efforts and developing mobile advertising techniques. The MMA and dotMobi Advisory Group, which works with the mobile Web domain registry mTLD Top Level Domain Ltd., plan to develop a common set of guidelines and best practices for the mobile Internet.
Marriott: Mobile is
not the same as
the Internet.
Mobile advertising and marketing has gone beyond the experimentation stage by brands, which now see it as a viable option for the promotional dollars, says Laura Marriott, executive director of the Mobile Marketing Association (MMA).
Marriott says an ecosystem is being developed through the MMA that includes brands, agencies, aggregators and wireless carriers. The operators have played a key role in helping the association develop guidelines for advertising on their networks, she says.
Carriers also are starting to take steps to make it possible for advertisers to target particular demographic categories. Sprint was the first, providing information like sex, age and the ZIP code of subscribers on a controlled basis. Verizon Wireless and AT&T are on a similar track.
The biggest challenge for mobile advertising now is educating the ecosystem that mobile is not the same as the Internet, Marriott says, adding that he consumer also has to be educated about the advanced functionality of phones and networks.
The MMA has put together several guidelines and policies for its 400+ members to follow, as well as collaborations with industry groups. Included is its best practices guidelines, which it originally developed in 2005 and recently updated. The update defined guidelines for marketing to children under the age of 13, for opt-in and opt-out through interactive voice response, and for secure opt-ins on the mobile Web.
The association also has established a committee to work on measurements for mobile advertising. The committee hopes to develop a framework to measure mobile marketing campaigns across all channels, including mobile video, TV, multimedia services and more, the MMA says.
The MMA also has established recent relationships with the GSM Association and the dotMobi Advisory Group. The GSMA and MMA said they will cooperate on the development of mobile advertising globally through standardization efforts and developing mobile advertising techniques. The MMA and dotMobi Advisory Group, which works with the mobile Web domain registry mTLD Top Level Domain Ltd., plan to develop a common set of guidelines and best practices for the mobile Internet.