MMA Issues Mobile Video Lexicon Framework

Recently, The Mobile Marketing Association (MMA) released a lexicon of definitions and milestones for mobile video advertising.

The release comes as mobile video consumption “continues to surge and prove its effectiveness as a marketing vehicle,” the organization says.

Consequently, the MMA believes there is a demand for a clear, actionable framework that unifies the ecosystem.

The Lexicon Task Force, a subgroup formed from the MMA Mobile Video Committee, created the recommended lexical framework to progress mobile video as a viable marketing platform for marketers, advertisers and publishers.

The MMA asserts that this new framework provides a foundation to develop a common language and framework to categorize mobile video ad units for simplified communication and transaction.

The framework is meant to properly classify mobile video within the context of other ad unit types, distinguishing mobile video from mobile rich media, among other platforms.

“The industry is clamoring for direction and uniformity when it comes to burgeoning platforms such as mobile video, which why a lexical framework is vital to its continued growth,” explains Michael Becker, Managing Director of the MMA. “The lexicon serves as a launching pad for mobile video advertising so that the platform can continue to evolve without industry friction weighing down progress. Mobile converts every object into medium and every place into an opportunity—and mobile video is one of the strongest and dynamic tools for marketers to connect with consumers while they are captivated by their mobile device.”

The “MMA Mobile Video Lexical Framework” is available here.