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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
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Agenda
Why Mobile Advertising?
Who Stands to Benefit?
OMA Begins Its Work
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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
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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
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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
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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)…
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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.
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Mobile Advertising ExpectationExpected Mobile Advertising spend (US$ millions) Expected Mobile Advertising spend (US$ millions) *
* Source: Informa Telecoms & Media
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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
•...
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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
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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
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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
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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
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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
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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