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OMA Work in Mobile Advertising

OMA Work in Mobile Advertising Challenges and Opportunities with Personalization, Interactivity and Metrics David Purón Chair, OMA Mobile Advertising Working Group www.openmobilealliance.org iMobicon, Seoul, ROK, August 22, 2007. Agenda. Why Mobile Advertising? Who Stands to Benefit?

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OMA Work in Mobile Advertising

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  1. OMA Work in Mobile Advertising Challenges and Opportunities with Personalization, Interactivity and Metrics David Purón Chair, OMA Mobile Advertising Working Group www.openmobilealliance.org iMobicon, Seoul, ROK, August 22, 2007

  2. Agenda • Why Mobile Advertising? • Who Stands to Benefit? • OMA Begins Its Work

  3. Why is OMA specifying a Mobile Advertising Enabler? • What is Mobile Advertising? • Set of techniques that enable the delivery of advertisements to a mobile user and the metering of use, leveraging different capabilities of the networks and devices to obtain personalized and interactive advertisements. • Mobile Advertising can be a way to generate new attractive business models for the all the players. • Some barriers and market needs have to be cleared in order to stimulate the growth of Mobile Advertising: • Consumer acceptance • Advertising agencies confidence • OMA sees a desire to move to common, more generic platforms

  4. Mobile Advertising Industry • Mobile Advertising has only just begun • Some approaches has been taken using legacy pull or push technologies. • Not a good user experience (nor service or content provider) has been reached. • The whole market is extremely fragmented • Tons of new services, platforms and proprietary interfaces

  5. What Can OMA Do For Mobile Advertising? • OMA can define a standardized framework that enables interoperability between platforms, service providers and applications • The three main work streams in which OMA can focus its activities are: • Personalization • Interactivity • Metrics

  6. Other Standards Players in Mobile Advertising Industry • OMA is not alone standardizing the Mobile Advertising Framework • Mobile Marketing Association (MMA) • Designed to clear obstacles to market development and to establish best practices for sustainable growth of Mobile Advertising. • OMA is closing a collaboration agreement with MMA and defining how to collaborate • GSM Association (GSMA) • Has recently created a Mobile Advertising committee that will work in the standardization of Mobile Advertising issues • OMA has a collaboration agreement with GSMA and is defining how to collaborate in the area of Mobile Advertising • Other organizations with which OMA could collaborate in the Mobile Advertising area are CDMA Developers Group (CDG), Mobile Entertainment Forum (MEF, Interactive Advertising Bureau (IAB)…

  7. Who Stands to Benefit? • The whole Mobile Advertising value chain (e.g., advertisers, service providers, users, etc) will benefit from this Work Item by standardizing technologies to enable new business models and improve realizations of the existing ones.

  8. Mobile Advertising Expectation Expected Mobile Advertising spend (US$ millions) * * Source: Informa Telecoms & Media

  9. TV TV Mobile Advertising Scenarios • Personalized and interactive ads in a broadcasted service (e.g. TV, Content Distribution) • Personalized and interactive ads in a P2P Services (e.g. Browsing, MMS) • Mobile Personalization Information might include (not limited to): • Location • Presence • User Profile • Device Type and Configuration The device needs to provide some logic for the personalization and interactivity of the advertisement The service broadcast both the content and the advertisements to ALL the client • Technologies in devices enables advanced forms of interactivity: • Click2call • Click2buy • votes • Coupons • ... The personalization can be done in the network for each user The service sends the content and the personalized ad to the client

  10. OMA’s Work in Mobile Advertising • The lack of standards and common agreements between advertising agencies, service providers, operators, telco equipment vendors, IT vendors, device manufacturers, etc. are barriers to the creation of new successful Mobile Advertising services • OMA’s Enabler will ease the development of Mobile Advertising services, standardizing common functions that improve them. • More than 17 Supporting companies

  11. What aspects will OMA specify? Personalization • Advertising metadata, its description and its usage • Enhancement of user profiles with advertising preferences • Formats to obtain a good user experience and interoperability Interactivity • How a resource is subscribed and notified (i.e. interaction of the user with an advertisement) Metrics • Defining advertising metrics • Recording and collection of these metrics • Relevance of group/audience statistics

  12. Link TV New Mobile Advertising Ecosystem Service Providers can have a standarized and interioerable way to provide personalization and interactivity in their advertising services, and meter the impact of the ads Advertisers Other OMA Enablers (e.g. Presence, Location, DPE, etc) Service Providers OMA MOBAD ENABLER The MobAd Enabler is aiming to provide horizontal technology, agnostic to the ad delivery mechanism Delivery Network Delivery Network Delivery Network Delivery Network Delivery Network Clients Dynamic Content Delivery (e.g. idle screen) Subsidised Content (e.g. games, music) Browsing MMS/SMS/IM TV

  13. OMA Mobile Advertising Functions • Personalization of Advertisement to Particular Users • Advertisement Targeting • Advertisement blocking • Interactivity functions (Click-to-call, Click-to-locate, Click-to-enter--site, Click-to-receive-coupon, Click-to-buy, Click-to-download-content, Click-to-forward-content, Click-to-request), Click-to-subscribe • Metrics collection: device initiated, server initiated, periodic Still under discussion

  14. Milestones and Timeline for OMA • Work Item Description and Requirements Document specified at Bangkok meeting (June 2007) • Formal Review started by London meeting (December 2007) • Candidate status in early 2008 • Architecture and Approved status achieved within 2008

  15. Summary • Mobile Advertising must have a globally interoperable platform to build upon that can fit not only mobile but converged ecosystems • OMA will encourage competition based on service differentiation by offering a standardized platform for development • OMA has an aggressive plan of action and development over the next year

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