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MMA and GSMA partner for mobile ad growth
The Mobile Marketing Association (MMA) is partnering with the GSM Association (GSMA) in an effort to accelerate the development of mobile ads globally. Financial details were not disclosed. The association for mobile operators will work with the MMA to generate ad standards, as well as to devise new ways in which publishers can serve ads. Each association will focus on one element of its brief, and then develop them jointly, hoping to gain participation from mobile operators as well. The objective is clear, the two groups wish to maximise the potential from mobile advertising, which is still a developing market. Many brands are keen to use mobile campaigns to market products, with brands such as Coca Cola already investing in mobile ads. However, there are little supporting results, with analysts torn as to whether advertising in this way will be a success or not. However, it seems that many are ready to take a gamble on the medium, with this alliance hoping to develop its potential.
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