WindWire Publishes Standards For Mobile Marketing

WindWire, the leading provider of wireless advertising and marketing solutions, today announced a set of creative standards for wireless advertising. WindWire will work with the Wireless Advertising Association (WAA) to facilitate the further adoption of these standards by the industry. The complete set of standards can be accessed at, including specifications for all types of mobile media such as text, images, interstitials, and audio advertisements.

A partial list of standards include:

Text: Should not exceed 40 characters on a phone and 60 characters on a PDA.

Images: PDA Banner - 153x15, Phone Banner- 60x20, PDA Square Button - 45x45, Phone Square Button - 32x32.

Interstitial: Interstitial ads should always have an ad delimiter to distinguish it from content. Timed interstitials should never be longer than five seconds and should include a skip feature.

Audio: Audio ads should be either five-second introductions or 15 and 30 second promotional pieces.

WindWire's wireless advertising standards are based on the success of their First-To-Wireless trial that was conducted with leading advertisers, content providers and advertising agencies from September through October 2000. The trial delivered over two million wireless advertisements to consumers as they surfed the wireless Web, resulting in an outstanding 15% average click-through rate. Since that time, WindWire's advertisers have successfully delivered millions of additional wireless ads using the standards.

WindWire also announces the availability of an ad creation wizard that automates the process of developing wireless ads. A component of WindWire's wireless ad solution, WindCaster, the wizard allows advertisers and agencies to quickly develop an ad that is guaranteed to successfully run across all major wireless devices. The ad wizard uses step-by-step instructions to guide the development of a variety of wireless ads including text, embedded, interstitial, audio, or third party ads, all without requiring the user to know wireless coding languages such as HDML, compact HTML, and WML.

"WindWire's goal from the start has been to preserve the wireless consumers' satisfaction while maximizing results for wireless advertisers," said David Wilson, executive vice president of WindWire. "By publishing ad standards and offering an ad creation wizard with our solution, mobile marketers are sure to deliver the appropriate ad to the appropriate device, while maintaining the wireless consumers experience."

WindWire's wireless advertising solutions allow consumers to receive free quality content, much like the wired Internet experience. Carriers can assure that their consumers get a quality experience when accessing content over their networks. These standards give wireless publishers a clear direction for allotting space for the ads that drive revenue, and provide advertisers and agencies a successful formula to create high-impact ads for any device.

"We are glad to see that Windwire and the WAA are taking the lead to set standards for wireless creatives early in the wireless lifecycle," said Fred Burke, director of R&D for Interadnet, one of the top online advertising services/technology providers. "By setting and adopting creative standards now, many of the related problems we experienced in the wired environment will be avoided in wireless." Interadnet is an active member of The Wireless Advertising Association and has been developing mobile and iTV technologies for the last year.

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