Mobile advertising got further impetus today with the announcement by the dotMobi Advisory Group (MAG), which is associated with the dotMobi Top Level Domain, of its guidelines for members to use for advertising on off-portal sites.
Members of the MAG, who liken themselves to a trade association, published a position paper called "Mobile Advertising in a .mobi World." It lays out the mobile advertising ecosystem and opportunities. Among those who contributed to the whitepaper are Millennial Media, Smaato, Nubiq, Vantrix, Nokia, dotMobi, Add2Phone and The Weather Channel Interactive. The paper is endorsed by the Mobile Marketing Association and the Canadian Wireless Telecommunications Association.
Eric Eller, senior vice president of Millennial Media and chairman of the MAG task force, says the paper objectively and thoroughly defines the entire global mobile ecosystem.
"It addresses the opportunities for advertisers, agencies and operators, as active partners, to fully monetize the emerging mass-market off-portal mobile Web industry," Eller says.
He says the position paper is geared toward the advertising agencies and marketing industry, explaining the trials and experiences that MAG members have conducted, the complexity of the market and the benefits.
It is possible that the MAG may conduct further education for agencies through webinars, Eller says.
The MAG also is looking forward to creating an initiative for mobile commerce, and already has established a task force looking into the area. That initiative likely will involved the dotMobi TLD, credit card companies like Visa International and the MAG members. The group also would like to involve the CTIA.
The MAG advertising paper is free for download at http://www.advisorygroup.mobi/mobileadvertising/whitepaper.