| MMA encourages WAP use by developing standard ad formats |
| Thursday, 30 June 2005 | |
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NMA - The Mobile Marketing Association is in the process of developing WAP banner ad formats and metrics to encourage brands to adopt the medium. The move highlights a swell of interest around WAP advertising as user numbers grow month on month - up to 1.82m page impressions in May, according to the Mobile Data Association. It's a similar strategy to that used online by the Internet Advertising Bureau in recent years. Despite concerns from media agencies over a lack of understanding about advertising from operators (NMA 16.06.05), observers believe that the increasing moves to dismantle walled-garden portals are laying the ground for WAP advertising."Mobile operators will first allow third-party ads through search, then page placement so you can buy a link on the portal, then banners as they become open portals," said Flytxt director Pamir Gelenbe. The initiative to launch standard ad banners and metrics is being led by Enpocket, which has been running WAP ad campaigns in Japan. "With each new ad medium, advertisers want to know what it is they can use and how successful it is," said Enpocket CEO Peter Larsen. "So we're developing these standards. Also, as mobile is so personal, we need to make sure advertisers can get in front of consumers without turning them off," he added. Enpocket is also approaching operators and content owners with the new version of its CRM platform, which enables the serving of WAP ads. The company is launching WAP ad trials in Q3 with a number of brands and operators, with full campaigns on both operator portals and independent WAP sites due to run in Q4. © Copyright Flytxt Ltd 2006. Unauthorized use of any content constitutes a material breach. |
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