The Coming of Wireless Advertising Accelerates

Share this article:
Standards for advertising on cellular phones, palm pilots and other wireless devices should be in place by the end of the first quarter. There are currently no precedents for this untapped ad space, so Mediaplex, DoubleClick, Avenue A, Brightstreet.com and others are working together as part of the adXML.org open-standards initiative to create advertising specifications.


"We're working together to define the ad space along with other members of the wireless committee," said Kenneth Kucera, vice president of strategic-business development for Mediaplex, an advertising technology company in San Francisco. "This is the next natural extension of the Internet market." The specifications will vary depending on which device is receiving the advertising message. The committee plans to use the self-describing XML-based vocabulary created by Mediaplex as the transmittal language for the ads.


There are many opportunities in the wireless space and a variety of firms have been drawn to this fact. "Look at coupons," said Kucera. "The folks from Brightstreet had seen the adXML.org preliminary site go up and asked to join. We had not thought to invite them. But, it's actually a perfect match for them." For example, if a consumer is looking for a coupon that reduces the cost of hamburgers, they can be alerted to a restaurant that has such an offer when they hit that particular cellular zone.


Although Mediaplex formed the vendor-neutral adXML, it will hand over the reigns to a steering committee by month's end. "We gave it birth, but now we'll be just another member," said Kucera. On Jan. 10, Mediaplex Inc. and OpenGrid Inc. announced they are among the first to combine forces to create advertising for wireless systems.


Under the Mediaplex and OpenGrid agreement, the two companies will work together to help deploy ads through the wireless environment. "OpenGrid will be dealing with the carriers. We'll be dealing with clients and the media buy infrastructure," said Kucera. OpenGrid is a wireless Internet solutions provider based in Santa Clara, CA. Although Mediaplex has the early jump, Kucera said: "There's no way anyone can take this market captive. It's way too huge."
Share this article:
You must be a registered member of Direct Marketing News to post a comment.

Sign up to our newsletters

Follow us on Twitter @dmnews

Latest Jobs:

More in Agency

The Mobile-Email Marriage

The Mobile-Email Marriage

Marketers who considered leaving email at the altar are finding renewed passion for the channel as an ever-increasing number of customers triage, read, and click-through email on their smartphones.

Harnessing Deep Industry Expertise to Capture New Markets

Harnessing Deep Industry Expertise to Capture New Markets

Darren Rodgers explains how he applies his deep healthcare expertise, and broad organizational experience, to marketing in an industry in the throes of historic transformation.

Fast Facts: October 2014

Fast Facts: October 2014

Some quick info hits to keep you up-to-date, including the percentage of emails opened on mobile devices.