Mobile Advertising Committee sponsored by 31 March 2009, Las Vegas

June 4, 2008April 4, 2008

MMA ConfidentialMMA Confidential

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MMA ConfidentialMarch 31, 2009

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

June 4, 2008April 4, 2008


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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

June 4, 2008April 4, 2008


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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


MMA Overview

June 4, 2008April 4, 2008


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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.


Committee Overview

June 4, 2008April 4, 2008


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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

June 4, 2008April 4, 2008


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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

June 4, 2008April 4, 2008


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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

June 4, 2008April 4, 2008


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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).


June 4, 2008April 4, 2008


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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)

June 4, 2008April 4, 2008


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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


June 4, 2008April 4, 2008


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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

Mobile Advertising Committee sponsored by 31 March 2009, Las Vegas

Documents

Transcript of Mobile Advertising Committee sponsored by 31 March 2009, Las Vegas