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.”
Stars Among Those Who Lost Their Homes In L.A. Area Fires; Jamie Lee Curtis Pledges $1M To Relief Effort
Fires burning in and around Los Angeles have claimed the homes of numerous celebrities, including Billy Crystal, Jeff Bridges, and R&B star Jhené Aiko, and led to sweeping disruptions of entertainment events. Three awards ceremonies planned for this weekend have been postponed. Next week's Oscar nominations have been delayed. And tens of thousands of Angelenos are displaced and awaiting word Thursday on whether their homes survived the flames — some of them the city's most famous denizens. Thousands of structures have been destroyed but damage assessments are just beginning. More than 180,000 people are also under evacuation orders in the metropolitan area, from the Pacific Coast inland to Pasadena, a number that continues to shift as new fires erupt. Late Wednesday, a fire in the Hollywood Hills was scorching the hills near the famed Hollywood Bowl and Dolby Theatre, which is the home of the Academy Awards. That fire had been largely contained without damage to Hollywood landmarks. Here are how the fires are impacting celebrities and the Los Angeles entertainment industry: Stars whose homes have burned in the fires Celebrities like Crystal and his wife, Janice, were sharing memories of the homes they lost. The Crystals lost the home in the Pacific Palisades neighborhood that they lived in for 45 years. "Janice and I lived in our home since 1979. We raised our children and grandchildren here. Every inch of our house was filled with love. Beautiful memories that can't be taken away. We are heartbroken of course but with the love of our children and friends we will get through this," the Crystals wrote in the statement. After her learning her Pacific Palisades home was lost in the fires, Melissa Rivers says she was... Read More