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Feedback on AIMIA Mobile Ad Guidelines

17 June 2009 6 Comments. Add yours

Rob Manson over at MOBusiness has published a detailed review of the AIMIA Mobile Advertising Guidelines launched last week.  He offers some quite specific criticisms and suggestions for improvement.

The original document is here AIMIA Mobile Advertising Guidelines and see launch comments below from AIMIA:

“Mobile advertising is the placement of advertisements (currently display and search are the most commonly used) on mobile internet sites - both on the carrier portal and off-portal. Mobile advertising has the potential to deliver highly targeted, highly personalised advertising to a majority of the population - all those that have a mobile phone. Brands, publishers and agencies have begun to use mobile advertising for a wide variety of marketing motivations including customer acquisition, revenue generation, brand awareness and distribution.

Following extensive consultation with carriers, publishers, content aggregators and content providers here in Australia, and with industry bodies internationally, the AIMIA Mobile Industry Group has formulated Mobile Advertising Guidelines to support the professional growth and development of Mobile Advertising in Australia. The guidelines have also been endorsed by the Interactive Advertising Bureau (IAB) Australia. This is intended to be a living document, growing and changing as the mobile advertising industry grows and matures.”

Given AIMIA intends for this to be a living document - I thought it would be good to have a central place to encourage discussion on its future.

Things move very fast in this industry, and no sooner is a document published than new handsets, browsers and standards emerge.  If you have an opinion on the AIMIA Mobile Advertising Guidelines, or thoughts on where future guidelines ought to focus, please comment below.

I’ll also update this post with links to any discussions elsewhere if you send them through.

6 Comments »

  • Rob Manson said:

    Hey Emily,

    thanks for the link to my MAG Feedback post. I’d like to think it was more of a critique and “criticism” 8)

    roBman

    PS: The new mobilista looks great.

    # 17 June 2009 at 9:57 pm
  • Greg said:

    Rob - you know what?

    I really thought your comments were totally justified, and it’s great to see these thoughts expressed in such a forum. Refreshing.

    What frustrates me personally is that we (/Australia) have a mobile body that’s missing the mark (although utilising the ‘organic document’), but not only that, the industry on the whole needs so much more diverse development, and someone to help really drive and challenge – not necessarily create – the ideals. Changing banner sizes and a few other bits and pieces just does not ’smash the barriers’ of entry for marketers and advertisers to foster the rapid uptake of the mobile channel as much as we’d all enjoy.

    It’s a start, and thankfully someone’s doing it, but I dare say this needs much thought.

    Take the example of the LBS/contextual elements of the mobile, being the pivotal differentiator, in a state close to lock-down for 3rd parties and even tightly integrated mobile solutions providers – all because of legal departments and security database henchmen who aren’t of course aligned with overarching goals of the industry. (Please do let me know if I’m wrong at this point, I made some calls today and didn’t get far).

    Nothing has the potential to target like the mobile handset.

    I could go on and on, I’m sure this post (actually, I hope this post) will entice further comment on the evolving world of mobile advertising in Australia.

    Thanks to Emily for providing this for us all!

    Regards,
    Greg

    # 24 June 2009 at 1:08 am
  • Carl said:

    Get involved then Greg. Rather than waxing lyrical about how the guidelines fall short of your expectations get out there and contribute to AIMIA’s Mobile Industry Group. They are always looking for passionate “mobilistas” to join the ranks. Then you will have all the opportunity in the world to drive and challenge the ideals as you put it.

    That invitation goes to anyone out there in mobile land - the MIG team can always use the services of decision makers and thought leaders who are motivated to make a difference.

    Cheers, Carl.

    # 25 June 2009 at 9:10 am
  • Hannah Suarez said:

    Hi Emily
    Check out this blog post http://suarez.id.au/2009/06/14/aimia-mag09/
    Not really a ‘review’ of the event, just a post based on the notes that I had from the guidelines seminar.
    I think I saw you that morning but didn’t have a chance to say hi.
    - Hannah.

    # 25 June 2009 at 8:41 pm
  • Rob Manson said:

    Hey Greg,

    your comments are interesting in light of all the “Open” events I’ve attended this week.

    Monday was in Canberra discussing gov2.0 at the #publicsphere event which is putting a lot of pressure on our governments to provide Open access to publicly owned data. In line with this we’ve contributed to http://OpenAustralia.org to make it mobile friendly with an iPhone version and applications on the way.

    Today I was at BarCampBankSydney #bcbs discussing innovation and the opening up of the banking industry and business models. As a company that developed the first PCI compliant Mobile Payment solution in Australia we have seen how closed the bank industry can be and how important access to APIs really are.

    On the topic of location based services, this is definitely something that the Telco’s are likely to receive similar pressure to open up. However the core location services on the iPhone along with GPS and compass features on android and Palm Pre phones offer developers a lot of options.

    You might also like to look into the oneAPI being promoted by the GSMA. This is a really interesting initiative and includes location based services.
    https://gsma.securespsite.com/access/default.aspx

    I hope you find these links useful.

    And keep telling people what you think and definitely join MIG and go along to your local Mobile Monday and tweet about it all…the more discussion and opinions the better!

    # 26 June 2009 at 11:19 pm
  • Greg said:

    Brilliant Rob - Thank you. More food for thought.

    # 27 June 2009 at 2:10 am

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