Top U.S. Carriers to take a position on text-based advertising.
At least 2 out of the Big 4 U.S. Carriers have informed their wireless Aggregators that they are in the midst of establishing their SMS advertising policies -no additional details have been made available. (Names TBA). Presumably the primary focus of these policies will be advertising within standard rated off-deck SMS campaigns. To date, no specific timelines have been issued by the Carriers as to when they will release any new guidelines, however there are some indications the market could see something from them by the end of this year.
This should prove to be an interesting development within the Mobile Marketing community especially as premium off-deck revenue continues to decline and the demand for Standard rated messaging programs continues to increase. There’s already enough “tension” between content providers, brands, advertisers and aggregators with the collective group of Carriers over revenue share splits, message delivery costs, compliance regulations and potential MMS MO delivery costs. Now throw in the idea that each Carrier may possibly want a cut of the advertising revenues for messages traveling over their networks and you’ve got a bit of a maelstrom.
It will also be interesting to see the impact this pending development will especially have on the Mobile advertising players, mobile marketing providers that power Std. rated programs and of course the advertisers footing the bill for any ad campaigns. Suddenly the relatively high CPM rates mobile has commanded for SMS ads seem like a necessity with all extra hands in the cookie jar.
INITIAL QUESTIONS:
- will each Carrier outlay their own set of payment and reconciliation policies?
- will MMS carry different policies due to higher costs?
- will the Carriers share demographic information to improve targeting of ads?
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