Ad Standards | MMA Global
  2. Ad Standards
  2. Ad Standards

Ad Standards

Ad Standards
The Ad Standards 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.

The Ad Standards Committee goal for 2005 is to develop format and policy standards for mobile ad banners within WAP (browseable content) as a first step to define the broader mobile advertising landscape.

Chairperson & Contact Information
Heidi Lehmann, Third Screen Media, [email protected]
Kim Olson, Sprint-Nextel, [email protected]

Deliverables
The Ad Standards Committee is focused on the following deliverables in 2005:<?xml:namespace prefix = o ns = "urn:schemas-microsoft-com:office:office" />

  • WAP mobile banner advertising guidelines (released September 2005)
  • Developing policies around mobile ad banner formats including:
    • content type
    • frequency control
    • carrier standards
    • competitive issues
  • Explore other types of advertising formats within browsable content (WAP) in addition to other mobile content types (2006 deliverable)

Committee Members
Current committee members include:

- Heidi Lehmann, Third Screen Media (Chair)
- Debra Bluman, Zingy/Vindigo    
-Jennifer Furce, Weather Channel               
-Kim Olsen, Sprint                            
-Brandon Berger, Ogilvy Interactive          
-Matt Jones, <?xml:namespace prefix = u1 />USA Today  
-Nicholas Lim, Enpocket                  
-Paul Martacchini, Yahoo!                                                   
-Robert Walczak, Mophap                              
-Ruth White, Mobliss        
-Santo Caivano, Third Screen Media          
-Stephanie Bauer, Verizon                             
-Teresa Conte, MSN
- Webster Lewin, VML