Industry Execs Call For Mobile Ad Standards
Wireless industry leaders are calling for the development of standards for implementing mobile advertising. In opening remarks, GSM Association CEO, Rob Conway and Vodafone Group CEO Arun Sarin proclaimed the industry must develop a set of guidelines enabling advertisers to more easily create and deploy mobile campaigns.
"We are highly fragmented when it comes to advertising," Conway told the 3GSM audience. "We need to do what the broadcast TV market did, and identify what is inventory in mobile space and come up with ways for measurement so advertisers can measure the value of advertising on mobile versus broadcast TV."
According to Sarin, the primary issues facing mobile operators include defining the most appropriate size for banner advertisements, the duration of video ads and the underlying technologies that deliver ads to subscribers. "We can't assume [mobile advertising] will happen automatically," he said. "We have to make our industry easy to do business with."
Conway said the GSM Association board of directors agreed on Sunday to create a forum that would reach across industries to bring them together to develop such standards.
Advertising on mobile handsets is expected to be big business over the next several years. It's easy to see why. Today there are more than 2 billion mobile subscribers in the world. This compares to roughly 1.4 billion televisions and 1 billion PCs worldwide.
According to market researcher Informa Telecoms & Media, advertisers will spend more than $11 billion by 2011 on mobile marketing. Mobile-service operators could reap as much as 50 percent of this advertising revenue as they negotiate deals with content owners. [FierceMobileContent/CNet]
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