MMW learned yesterday that PadSquad, a mobile software and advertising technology firm, has joined the Mobile Marketing Association. But PadSquad’s MMA membership will also include participation in the mobile native and video committees.
Led by InMobi and Yahoo, the native mobile committee is a new program intended to make this new ad format “viable and valuable to brand marketers.”
According to a statement provided to MMW, the group will not only offer education on best practices but it will also work to establish necessary standards in definitions and measurement to help drive broad adoption by brand marketers.
Additionally, the Mobile Video Committee focuses its efforts on developing guidelines and best practices for the use of mobile video advertising within traditional and digital marketing campaigns.
“We are excited to become an active member of the Mobile Marketing Association to address the opportunities in the growing native and mobile video advertising formats,” said Daniel Meehan, CEO of PadSquad. “It is vital that we work closely together as an industry to help educate marketers, media buyers and creative agencies on the importance of designing mobile specific creative delivered intelligently at the right moment within the context of a user’s experience. We look forward to helping the MMA identify standards for these effective mobile advertising methods.”