OMA Work in Mobile Advertising

OMA Work in Mobile Advertising

Challenges and Opportunities with Personalization, Interactivity and Metrics

David Purón

Chair, OMA Mobile Advertising Working Group

www.openmobilealliance.orgiMobicon, Seoul, ROK, August 22, 2007iMobicon, Seoul, ROK, August 22, 2007

2Copyright © 2006Open Mobile Alliance Ltd. All Rights Reserved.

Agenda

Why Mobile Advertising?

Who Stands to Benefit?

OMA Begins Its Work


Why is OMA specifying a Mobile Advertising Enabler?

What is Mobile Advertising?Set of techniques that enable the delivery of advertisements to a mobile user and the metering of use, leveraging different capabilities of the networks and devices to obtain personalized and interactive advertisements.

Mobile Advertising can be a way to generate new attractive business models for the all the players.

Some barriers and market needs have to be cleared in order to stimulate the growth of Mobile Advertising:

Consumer acceptance

Advertising agencies confidence

OMA sees a desire to move to common, more generic platforms


Mobile Advertising Industry

Mobile Advertising has only just begun

Some approaches has been taken using legacy pull or push technologies.

Not a good user experience (nor service or content provider) has been reached.

The whole market is extremely fragmented

Tons of new services, platforms and proprietary interfaces


What Can OMA Do For Mobile Advertising?

OMA can define a standardized framework that enables interoperability between platforms, service providers and applications

The three main work streams in which OMA can focus its activities are:

Personalization

Interactivity

Metrics


Other Standards Players in Mobile Advertising Industry

OMA is not alone standardizing the Mobile Advertising Framework

Mobile Marketing Association (MMA) Designed to clear obstacles to market development and to establish best practices for sustainable growth of Mobile Advertising.OMA is closing a collaboration agreement with MMA and defining how to collaborate

GSM Association (GSMA)Has recently created a Mobile Advertising committee that will work in the standardization of Mobile Advertising issuesOMA has a collaboration agreement with GSMA and is defining how to collaborate in the area of Mobile Advertising

Other organizations with which OMA could collaborate in the Mobile Advertising area are CDMA Developers Group (CDG), Mobile Entertainment Forum (MEF, Interactive Advertising Bureau (IAB)…


Who Stands to Benefit?

The whole Mobile Advertising value chain (e.g., advertisers, service providers, users, etc) will benefit from this Work Item by standardizing technologies to enable new business models and improve realizations of the existing ones.


Mobile Advertising ExpectationExpected Mobile Advertising spend (US$ millions) Expected Mobile Advertising spend (US$ millions) *

* Source: Informa Telecoms & Media


Mobile Advertising Scenarios• Personalized and interactive ads in a broadcasted service (e.g. TV, Content Distribution)

• Personalized and interactive ads in a P2P Services (e.g. Browsing, MMS)

TV

TV

The service broadcast both the content and

the advertisements to

ALL the client

The device needs to provide some

logic for the personalization and interactivity

of the advertisement

The service sends the content and the personalized ad to the client

The personalization

can be done in the network for each

user

Mobile Personalization Information might include (not limited to):

•Location

•Presence

•User Profile

•Device Type and Configuration

Technologies in devices enables advanced forms of interactivity:

• Click2call

• Click2buy

•votes

• Coupons

•...


OMA’s Work in Mobile Advertising

The lack of standards and common agreements between advertising agencies, service providers, operators, telco equipment vendors, IT vendors, device manufacturers, etc. are barriers to the creation of new successful Mobile Advertising services

OMA’s Enabler will ease the development of Mobile Advertising services, standardizing common functions that improve them.

More than 17 Supporting companies


What aspects will OMA specify?Personalization

Advertising metadata, its description and its usage

Enhancement of user profiles with advertising preferences

Formats to obtain a good user experience and interoperability

Interactivity

How a resource is subscribed and notified (i.e. interaction of the user with an advertisement)

Metrics

Defining advertising metrics

Recording and collection of these metrics

Relevance of group/audience statistics


New Mobile Advertising Ecosystem

OMA MOBAD ENABLER

Link

Cli

ents

MMS/SMS/IM

TV

TV Dynamic Content Delivery

(e.g. idle screen)

Subsidised Content

(e.g. games, music)

Browsing

Ad

vert

iser

s

Other OMAEnablers

(e.g. Presence,Location,DPE, etc)

Service Providers

Delivery

Network

Delivery

Network

Delivery

Network

Delivery

Network

Delivery

Network

The MobAd Enabler The MobAd Enabler is aiming to is aiming to provide horizontal provide horizontal technology, technology, agnostic to the ad agnostic to the ad delivery delivery mechanismmechanism

Service Providers Service Providers can have a can have a standarized and standarized and interioerable way to interioerable way to provide provide personalization and personalization and interactivity in their interactivity in their advertising advertising services, and meter services, and meter the impact of the the impact of the ads ads


OMA Mobile Advertising Functions

Personalization of Advertisement to Particular Users

Advertisement Targeting

Advertisement blocking

Interactivity functions (Click-to-call, Click-to-locate, Click-to-enter--site, Click-to-receive-coupon, Click-to-buy, Click-to-download-content, Click-to-forward-content, Click-to-request), Click-to-subscribe

Metrics collection: device initiated, server initiated, periodic

Still under d

iscussion

Still under d

iscussion


Milestones and Timeline for OMA

Work Item Description and Requirements Document specified at Bangkok meeting (June 2007)

Formal Review started by London meeting (December 2007)

Candidate status in early 2008

Architecture and Approved status achieved within 2008


Summary

Mobile Advertising must have a globally interoperable platform to build upon that can fit not only mobile but converged ecosystems

OMA will encourage competition based on service differentiation by offering a standardized platform for development

OMA has an aggressive plan of action and development over the next year

Documents

OMA Work in Mobile Advertising