The Mobile Marketing Association (MMA)–a Boulder-headquartered association designed to clear obstacles to market development, to establish standards and best practices for sustainable growth, and to evangelize the mobile channel for use by brands and third party content providers–recently created a Mobile Video and Television Committee. The group is tasked with reaching industry-wide consensus on operational and technical guidelines and best practices for mobile video and television advertising.
The intent is to reach out to each community with a stake in the future of the wireless advertising, including advertisers and carriers as well as content and media companies.
“The new committee will focus on leading the industry in the development of advertising initiatives for mobile video and television integral to continuing to build the opportunity for brands and content providers to further monetize the mobile channel,” said MMA executive director Laura Marriott.
In addition to developing standards for pre and post roll video, the committee will also develop standards for the production aspect of mobile devices, determine effectiveness measurability as well as define standards for digital and tag rights for the agency community.
“Mobile video is a substantial market, and along with it video-based mobile advertising is likely to become a key growth driver of mobile entertainment,” said Cyriac Roeding, VP of wireless at CBS Digital Media, who will co-chair the new committee with MobiTV VP of advertising Jack Hallahan. “The MMA is playing a key role in defining the rules of the game, which need to satisfy consumers, advertisers, media companies and carriers.”
The newly formed committee also includes representation from Fox Mobile Entertainment, GoldPocket Wireless, MoPhap, Sprint Nextel, Telescope, The Weather Channel, U-Turn Media Group, Verizon Wireless and Zingy.
“As we look to help guide discussions and standards for advertising and interactivity around this new mobile medium, we will carefully examine both the tools necessary to help advertisers reach their audience, while maintaining a high level of consideration for consumers,” Hallahan related. “We will take this responsibility seriously and hope that our efforts make for a successful model moving forward.”
Director Lucrecia Signs With PRETTYBIRD For Her 1st U.S. Representation
PRETTYBIRD, the production company helmed by Paul Hunter, Kerstin Emhoff, and Ali Brown, has added award-winning filmmaker Lucrecia to its roster for U.S. commercial and music video representation. This marks the director’s first representation in the U.S. market.
Lucrecia has been signed to PRETTYBIRD UK since 2021, soon after winning UKMVA’s Best Pop Newcomer award for her Tarantino-esque music video for rapper/singer-songwriter Ashnikko--which the director pitched, prepped, and shot in only four days. Since joining PRETTYBIRD UK, Lucrecia has quickly made a name for herself. Her striking narratives, combined with a hyper-real aesthetic and iconic world creation, have been the centerpieces of her filmmaking and photography.
Her work has gone viral on more than one occasion. Her commercial for bibigo, “Live Delicious,” was widely admired and even recreated on an episode of Jimmy Kimmel. She has won awards from Kinsale Shark, Creative Circle, and UKMVA, as well as recognition at the Cannes Lions Young Directors Awards and Ciclope Awards.
Candice Dragonas, VP, talent strategy/executive producer PRETTYBIRD US, said of Lucrecia, “She brings a uniquely stylish approach to storytelling with the perfect splash of humor and playfulness. I admire her extreme passion for her craft and the drive to create at the top of her game.”
In addition to Lucrecia’s cinematic visual aesthetic, she routinely engages in another unique form of self-expression: nail art. She has had everything from whipped cream and cherries to chrome flames adorning her nails.
At PRETTYBIRD, Lucrecia joins a roster of filmmakers including Academy Award-winning duo Daniels (Everything Everywhere All At Once), A.V. Rockwell (A Thousand... Read More