The Mobile Marketing Association is getting serious on standards, especially when they pertain to mobile video.
The MMA is currently establishing a new mobile video committee to “review current standards and develop best practices for mobile video advertising and measurement.”
Media Post covered MMA’s latest efforts in this regard on Wednesday in an interview with Greg Stuart, the global CEO of the Mobile Marketing Association.
“Mobile video is probably one of the fastest growing areas and it probably needs some legs, so we want to develop insights about how marketers are looking at the opportunity in mobile video,” Stuart says. “We believe there is a heightened level of engagement on mobile phones and there are a lot fewer ads so that would boost effectiveness, but we also want to look at how we control frequency and generate effectiveness.”
Members of the MMA video committee include Collective, comScore, Mindshare, Nielsen Company, Turner Broadcasting, Univision Interactive, Verizon Wireless and others. The two co-chairs of the committee are Anne Schelle of Acta Consulting and Will Kassoy of AdColony.
“Brand advertisers are mostly guessing as to actual consumer usage of mobile media, are uncertain about how they can manage mobile marketing in a cost-effective manner, and are further unsure about what they can do with mobile that is incremental to existing activities on the conventional web,” adds Brian Wieser, senior research analyst at Pivotal Research Group.
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