BOULDER, Colo., March 28, 2006 (PRIMEZONE) -- The Mobile Marketing Association (MMA) (www.mmaglobal.com) today announced the creation of a Mobile Video and Television Committee tasked with reaching industry-wide consensus on operational and technical guidelines and best practices for mobile video and television advertising. The committee will reach out to each community with a stake in the future of the wireless advertising market including advertisers and carriers as well as the content and media companies.
"The Mobile Video and Television Committee is another example of MMA industry leadership and collaboration amongst our members," said Laura Marriott, executive director of the MMA. "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."
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, vice president of wireless, CBS Digital Media. "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 Chairmen of the new committee -- Cyriac Roeding, VP Wireless, CBS Digital Media and Jack Hallahan, VP Advertising, MobiTV -- are joined by other founding committee representatives from Fox Mobile Entertainment, Goldpocket Wireless, MoPhap, Sprint Nextel, Telescope, Inc., 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," stated Jack Hallahan, VP Advertising, MobiTV. "We will take this responsibility seriously and hope that our efforts make for a successful model moving forward."
The Mobile Video and Television Committee is open for participation to all MMA members. If interested, please contact Laura Marriott, MMA Executive Director, laura.marriott@mmaglobal.com.
About the Mobile Marketing Association (MMA)
The Mobile Marketing Association is an action-oriented 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. MMA members include agencies, advertisers, hand held device manufacturers, wireless operators and service providers, retailers, software and services providers, as well as any company focused on the potential of marketing via the mobile channel. The Mobile Marketing Association's global headquarters are located in the United States. For more information, please visit www.mmaglobal.com.
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