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WAA Releases Ad Standards for WAP, SMS and PDAs
Posted: 28-Jun-2001 [Source:]

[Ad standards for GSM SMS, Non-GSM SMS, WAP ad units, and PDA ad units announced Tuesday by the WAA.]

by Christopher Saunders -- "Executives from the Wireless Advertising Association took the wraps off their long-awaited standards for mobile Internet devices on Tuesday, designed to help stabilize the fledgling medium and make it more attractive to advertisers and agencies.

"Just as the Interactive Advertising Bureau does for online media, the WAA -- the industry's largest wireless advertising trade association -- is working to promote standards across the industry that it says will help develop the market for wireless ads. The thinking is that advertisers and agencies will find it easier to create, buy and analyze media across different wireless platforms and publishers once standards are established -- so that a text ad buy on one wireless site means the same thing as on another.

"This is a complex medium, with wide variations in device technology, screen sizes, and publisher needs," said Tom Bair, who chairs the association's ad standards committee. "Standards will make it dramatically easier for advertisers, ad agencies, third-party servers/networks, and publishers to coordinate on a wireless campaign."

"Earlier this year, the WAA announced standards for SMS messages over GSM networks -- a "Full Message" consisting of the entire 160-long character string available in a text message, and a smaller "Sponsorship" ad of 34 characters, or about two lines of text on most phones.


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