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Mobile Advertising Committee sponsored by 31 March 2009, Las Vegas

Mobile Advertising Committee sponsored by 31 March 2009, Las Vegas. Committee Co-Chairs: Mobile Advertising Committee: Joshua Maa, Madhouse Markus Munkler, Vodafone Stephen Upstone, Ad Infuse Stephanie Bauer Marshall, Verizon Wireless Display Sub-committee: Erica Chriss, Greystripe

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Mobile Advertising Committee sponsored by 31 March 2009, Las Vegas

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  1. Mobile Advertising Committee sponsored by 31 March 2009, Las Vegas Committee Co-Chairs: Mobile Advertising Committee: Joshua Maa, Madhouse Markus Munkler, Vodafone Stephen Upstone, Ad Infuse Stephanie Bauer Marshall, Verizon Wireless Display Sub-committee: Erica Chriss, Greystripe Juan Antonio Munoz-Gallego, Unkasoft Stephanie Bauer Marshall, Verizon Wireless Mobile Video & TV Sub-committee Stephen Upstone, Ad Infuse Ken Gierl, MediaFLO USA Messaging Sub-committee Kirsten McMullen, 4INFO Eran Hertzmann, Mobixell MMA Liaison Kristine van Dillen MMA ConfidentialMMA Confidential

  2. 9:00 am – 9:15 am* Meet & Greet 9:15 am – 9:20 am Welcome & Agenda 9:20 am – 9:40 am MMA & Mobile Ad Committee Overview 9:40 am – 10:00 am Mobile Ad Committee Strategy 10:00 am – 10:10 am Participation & Mobile Ad Guidelines Timeline 10:10 am – 10:40 am Mobile Ad Guidelines Status 10:40 am – 11:00 am Next Steps & Closing Mobile Advertising Committee Messaging, Display and Mobile Video/TV sub-committees Agenda * note: all times are in Pacific Daylight Time MMA ConfidentialMMA Confidential 2

  3. Industry Initiatives Best Practices and Education Consumer Privacy & Protection Measurement Certification and Compliance Events MMF: APAC Singapore, April 28th & 29th NYC Headquarters Open House New York, May (TBD) MMF: North America New York, June 2nd & 3rd Committee Face to Face Meetings: New York, June 4th MMF: Europe Berlin, September 8th – 9th Research VP of Market Intelligence & Strategy Mobile Advertising Committee Messaging, Display and Mobile Video/TV sub-committees MMA Overview MMA ConfidentialMMA Confidential 3

  4. Committee Charter: The Mobile Advertising committee is establishing a library of format and policy guidelines for advertising within content on mobile devices.  The guidelines will be developed for all mobile content mediums including browseable, downloadable and video and will serve as a framework for operators, publishers, agencies, and brands to adopt as industry approved standards within their mobile marketing initiatives.  The creation of ad standards by the MMA ensures that the industry is taking a proactive approach to keep subscriber experience, content integrity and executional simplicity as the driving forces behind all mobile advertising programs. Committee Goals: Unify consumer experience. Reduce costs of creating, selling and purchasing mobile advertising. Establishes best practices to increase industry efficiency. Identify widely used technologies. Mobile Advertising Committee Messaging, Display and Mobile Video/TV sub-committees Committee Overview MMA ConfidentialMMA Confidential

  5. Mobile Advertising Committee Messaging, Display and Mobile Video/TV sub-committees Recent Accomplishments: Oct ’08 - Published Global Mobile Advertising Guidelines (revision) Jan ’09 - Published Mobile Advertising Overview (revision) Feb 09 – Translation of Mobile Advertising guidelines into Portuguese 2009 Objectives: Publish Global Mobile Advertising Guidelines (revision) Other Strategies: Mobile Advertising Overview updates Ad Unit Definitions: UMAP (universal mobile advertising package) Additional sub-committees: Search/SEO, Voice (RBT), LBS Dovetail /Incorporate with U.S. CBP Other? Committee Strategy MMA ConfidentialMMA Confidential

  6. Mobile Advertising Committee Messaging, Display and Mobile Video/TV sub-committees Global Mobile Advertising Guidelines Participation & Timeline (2 options) Sub Committee Review & Quorum Full Committee Review & Quorum Public Review & Response Task Force Contribution Final Publication Semi-Annual Publication 3 months Jan - Mar 2 weeks April 1 month May 1 month June 2 weeks April Annual Publication 4 months Jan – Apr 6 weeks June & July 1 month August 1 month September 6 weeks May & June MMA ConfidentialMMA Confidential

  7. Mobile Advertising Committee Messaging, Display and Mobile Video/TV sub-committees June 2009 Global Mobile Advertising Guidelines General updates MMA ConfidentialMMA Confidential

  8. Mobile Advertising Committee Messaging, Display and Mobile Video/TV sub-committees June 2009 Global Mobile Advertising Guidelines Display updates MMA ConfidentialMMA Confidential

  9. Mobile Advertising Committee Messaging, Display and Mobile Video/TV sub-committees June 2009 Global Mobile Advertising Guidelines Messaging updates MMA ConfidentialMMA Confidential

  10. Mobile Advertising Committee Messaging, Display and Mobile Video/TV sub-committees June 2009 Global Mobile Advertising Guidelines Mobile Video & TV updates MMA ConfidentialMMA Confidential

  11. Mobile Advertising Committee Messaging, Display and Mobile Video/TV sub-committees Thank you! for committee updates, please refer to the Mobile Ad Committee forum: http://www.mmaglobal.com/forums/message-board/north-americaglobal-committee-forums/mobile-advertising-committee-forum MMA ConfidentialMMA Confidential

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