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GSMA gets behind mobile advertising
Tim Green May 22 2007, 10:45am
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The GSM Association has launched a programme to promote the ‘fourth screen’ as a viable advertising medium.
The Mobile Advertising Programme will be directed by the GSMA’s Mobile Media and Entertainment Group, which includes leading operators from around the world. The GSM team will meet players from marketing, advertising and mobile to develop a consistent approach to the delivery and measurement of mobile advertising.
It will also promote codes of conduct so that the user experience is enhanced rather diminished by this form of communication and that there are safeguards to protect privacy.
“The mobile phone can offer advertisers a level of immediacy, intimacy and personalisation that cannot be matched by other mediums,” said Bill Gajda, chief commercial officer for the GSMA.
“To realise this potential, the mobile industry, the advertising industry and the content industry need to come together to better define what advertising should look like on a mobile phone and how its effectiveness should be measured.”
The GSMA represents more than 700 mobile operators serving 2.4 billion users.
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