Industry execs call for mobile ad standards

More news from 3GSM: Wireless industry leaders are calling for the development of standards for implementing mobile advertising. In opening remarks, GSM Association CEO Rob Conway and Vodafone Group CEO Arun Sarin proclaimed the industry must develop a set of guidelines enabling advertisers to more easily create and deploy mobile campaigns--to that end, Conway said the GSMA board of directors agreed on Sunday to establish a forum targeted to addressing the issue at hand. "We are highly fragmented when it comes to advertising," Conway told the 3GSM audience. "We need to do what the broadcast TV market did, and identify what is inventory in mobile space and come up with ways for measurement so advertisers can measure the value of advertising on mobile versus broadcast TV."

According to Sarin, the primary issues facing mobile operators include defining the most appropriate size for banner advertisements, the duration of video ads and the underlying technologies that deliver ads to subscribers. "We can't assume [mobile advertising] will happen automatically," he said. "We have to make our industry easy to do business with."

For more on mobile advertising standardization:
- read this CNET News article

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- Yahoo rolls out global advertising platform
- Mobile advertising still being defined