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WAA Unveils First Standards
... Wireless Advertising Association Releases
Standards and Measurement Definitions for All Wireless Devices
Posted by WDN, May 16, 2001
This week in New York, the Wireless Advertising Association (WAA) released its first set of creative standards
and measurement definitions for wireless advertising.
Robert O'Hare, WAA chairman and director of mobile commerce at
Motorola said... "We are very pleased at the momentum we have at the Wireless Advertising Association. "Our ability to institute standards and guidelines is
on pace with the rapidly evolving wireless industry."
The WAA issued its first creative standards for advertising messages sent via SMS over GSM networks. First, a "Full Message" is an ad type that consists of the full
160 characters available in an SMS. Second, "Sponsorship" is standardized as 34 characters, which are two lines of text on most phones. This format is designed for
sponsoring content that occupies the rest of the message.
In addition, the WAA announced definitions for the measurement of advertising delivery and effectiveness.
"It is critical that everyone in the industry rally around a common language that describes the delivery and measurement of ads -- particularly since the stakeholders
in the wireless marketing arena are so diverse," said Don Albert, vice chairman of the WAA and senior vice president of sales and marketing at fusionOne, a wireless
synchronization company.
The WAA's membership represents a cross-section of those stakeholders, including wireless carriers, advertisers, agencies, content publishers, ad networks, device
and handset manufacturers, and technology companies.
Campaign Pre-requisite Definitions:
- Permission Level: The level of permission a user/device
has granted to a specific carrier or service or wireless
content site to receive advertising messages from them, as
defined by the WAA Guidelines on Privacy and Spam.
- Screen Characteristics: The pixel size and color of the
device screen that can display advertising. This would
include text limit for SMS messaging.
- Response Capability: The ability of the user to respond
based on the feature set of the user's device. (examples:
SMS with embedded 800 number, SMS 2 way, WAP).
- Potential Audience: (a) The total number of unique
users/devices that is reached by any site's content (pull
advertising), or (b) The number of addressable devices to
which the service provider or marketer has the permission
and ability to push advertising (push advertising).
Campaign Delivery Metrics:
- Reach: The unique (unduplicated) number of users/devices
to which an advertiser's message is delivered. Target
reach is the number users/devices within advertiser's
target audience to whom an advertiser's message is
delivered.
- Frequency: The number of times each advertising message
has been sent per unique user/device.
- Impression: The sending of an advertising message to a
user/device as recorded by the server software (total
impressions=reach x frequency)
Response Metrics:
- Click-Through: user/device interaction with an
advertisement that does not initiate a call back.
- Message Received: Confirmation forwarded back to a carrier
or SMS server that states that the message was
successfully transmitted to a user/device.
- Call Back (using dedicated 800 number or confirmation
code): User/device calling in to a pre-defined and
assigned telephone number communicated in a wireless
advertisement for more information or messaging -- that
can be tracked via a specific response number or tracking
code.
More standards and definitions will be released in the coming months, including creative standards for ads on PDAs, WAP and I Mode, SMS, pagers, and voice
devices.
About the Wireless Advertising Association
The Wireless Advertising Association is the premier global industry trade association devoted to hand held device manufacturers, carriers & operators, software
providers, agencies, marketers & retailers, advertisers and service providers of mobile wireless marketing and advertising. Originally formed in May 2000 with a merger
of the WAIA (Wireless Advertising Industry Association) and the IAB's (USA) Wireless Task Force, the WAA is now operating independently to address the
challenges facing the wireless industry. WAA's activities include evaluating and recommending standards and practices, fielding research to document the
effectiveness of the wireless medium, and educating the wireless (mobile) advertising industry about the effective, responsible use of wireless advertising.
A global organization, the WAA board of directors consists of the leading companies in the wireless arena, including; 24/7 Media Europe NV, AdForce, AOLMobile,
AT&T Wireless Services, AvantGo, Contra Integrated Inc., D2 Communications, DoubleClick, fusionOne, GiantBear, Lot21, Terra Lycos, MSN Mobile at Microsoft
Corp, Motorola, Nokia Mobile Phones, Inc., Ogilvy Interactive, OmniSky, Openwave, Oracle Mobile, Oy Radiolinja Ab, SF Interactive, SkyGo, Sonata.com, Sprint
PCS, Telephia, The Weather Channel and Vindigo, all directed to the goal of fostering the rapid growth of the wireless advertising industry by establishing voluntary
guidelines that address key industry issues.
According to WAA, Wireless Advertising raises a whole new set of questions about
privacy, spamming, location, revenue streams, media buying,
sales training and consumer awareness. The concept may be
clear, but the technology, marketing and sales logistics are far
from it. With dozens of devices, countless specifications and a
future which promises greater functionality than most can
imagine today, the path ahead is far from uncertain. For all of
the apparent hurdles, the prize for the winners of this race are
a marketers dream: highly targeted, flexible, dynamic and vast
audiences who can make on-the-spot inquiries and purchases.
And they will, due to the WAA’s initiative efforts in setting
standards and metrics and developing consumer and customer
education and awareness.
Last month, more than 100 companies from 15 countries met
recently in Barcelona, Spain to discuss advertising standards, metrics and privacy
issues for wireless advertising. The successful meeting was the fourth in the
WAA’s continued plan to institute global standards for wireless advertising and to
encourage participation from companies all over the world.
WAA CONTACT:
Barbara Sweetman, 914/921-6988
Barbara@waaglobal.org
or
petercfuller & partners
Peter Fuller, 650/279-5097
petercfuller@petercfuller.com
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