Guidelines galore: GSMA unveils its own mobile marketing initiative

The GSM Association has joined the field of those looking to foster the growth of mobile advertising by developing guidelines for marketing campaigns.
The group, which comprises more than 700 wireless service providers, unveiled its Mobile Advertising Programme for carriers and mobile advertisers around the world. The project is designed to develop standards for measuring the effectiveness of mobile ads and promoting codes of conduct “that will enhance, rather than diminish, the mobile user’s experience.”
“The mobile phone can offer advertisers a level of immediacy, intimacy and personalization that cannot be matched by other mediums,” said GSMA Chief Commercial Officer Bill Gajda. “To realize this potential, the mobile industry, the advertising industry and the content industry need to come together to better define what advertising should look like on a mobile phone and how its effectiveness should be measured.”
Other groups looking to establish guidelines for wireless marketing efforts include the Mobile Entertainment Forum, the Interactive Advertising Bureau and the Mobile Marketing Association, which recently launched regional chapters in Europe and Asia.