AT&T, T-Mobile, Sprint and Verizon Wireless have all agreed on a set of guidelines for mobile advertising standards through the Mobile Marketing Association. By effectively merging their standards, all carriers have a few benefits to look forward to:
- Promote a consistent consumer experience including standardizing key consumer disclosures
- Enhance efficiencies in running short code programs
- Accelerate the time to market for mobile campaigns
- Ensure monitoring programs and audit results are more consistent
- Reduce operational costs across the mobile marketing ecosystem
The MMA is bragging that these can result in upwards of $200 million in efficiencies saved annually, which isn’t hugely surprising. Advertisers are now in a more beneficial position, since they don’t have to tailor their campaigns on a per-carrier basis and end users will have a more seamless experience when it comes to ads. Orange recently showed some postive research results for the future of mobile advertising, and as mobile web usage rises, it will only become a bigger and bigger business.
[via BusinessWire]