Tuesday, March 13, 2001

Case Studies From 12Snap, Add2Phone and Frank N. Magid Associates Highlight European Wireless Efforts. Advertiser-Oriented Background Key Element For IAB In Representing All Aspects Of Interactive Advertising

New York, NY - March 13, 2001 - Continuing its international efforts to ensure the global growth and acceptance of the wireless platform as a key media element for advertising, the Wireless Advertising Association's (WAA) will hold its latest international meeting in Barcelona, Spain on March 26, in association with IBC's Mobile Advertising Conference. This meeting follows two earlier WAA European organizational meetings that took place in London and Amsterdam in November, as well as a European Steering Committee meeting which took place in London in January 2001.

"All indications point towards 2001 being a groundbreaking year for wireless advertising with all segments of the industry coming together to ensure an orderly and carefully planned roll out of this dynamic new media platform," noted Robert O'Hare, Chairman of the WAA and Motorola's Director of M-Commerce. "In addition to continuing our efforts to provide the global wireless industry with voluntary guidelines for success, we feel it is of utmost importance to learn how to effectively reach the consumer in a positive manner. The three case studies we will present at the Barcelona meeting, from 12Snap, Add2Phone and Frank N. Magid Associates will be added to our growing database of information which is available to our membership."

12Snap, based in Germany, will present the results of an interactive raffle conducted on behalf of McDonald's in Germany. Mobile phone participants dialed in to hear tracks from a music CD and had to guess the group by pushing the right button on their phones to win the CD.

Frank N. Magid Associates will present selected results of their August 2000 study that looked at consumer awareness and mobile phone usage in the UK, Germany, Finland, Spain and Italy. Key findings include attitudes and usage of SMS messaging, SMS advertising and location-specific marketing.

Add2Phone will speak about their two-month pilot for the SNWBRDR Mobile Channel, which delivered text messages to subscribers of the service. Text messages were sent 2-3 times a week with ski resort information, snowboarding tips and advertising from five sponsors including Pepsi-Cola.

Over the course of the year, the WAA intends to present members with a wide range of meetings and case studies. January's general meeting in San Francisco was highlighted by a number of case studies, including a situation analysis of the current state of wireless in Japan, and a future forecast from D2 Communications, a division of Dentsu and NTT DoCoMo. In February the WAA Board met in New York at Internet World Wireless, followed by a cocktail reception sponsored by the Kelsey Group. In addition to the case studies outlined above, The Barcelona meeting will offer a review and update of various WAA initiatives on Privacy, Location, Ad Standards, Research and Measurement, with afternoon breakout sessions scheduled for each of these four areas. The day's sessions will be followed by overviews and updates from the various initiative working groups, followed by a reception hosted by IBC.

The meeting is open to WAA members and non-members. Media representatives are also invited to attend. For further information and registration, visit WAA Barcelona meeting at http://www.WaaGlobal.Org.

About the Wireless Advertising Association
The Wireless Advertising Association was formed in May of 2000 with the merger of the Internet Advertising Bureau's Wireless Ad Council and the Wireless Advertising Industry Association. A global organization, the WAA membership consists of the leading companies in the wireless arena, including; 24/7 Media Europe NV, AdForce, AOLWireless, AT&T Wireless Services, AvantGo, Contra Integrated Inc., D2 Communications, DoubleClick, Engage, FusionOne, GiantBear, Lot21, Terra Lycos, MSN Mobile at Microsoft Corp, Motorola, Nokia Mobile Phones, Inc., Ogilvy Interactive, OmniSky, Openwave, Oracle Mobile, Oy Radiolinja Ab, Phase2Media, SF Interactive, SkyGo, Sonata.com, Sprint PCS, Telephia, The Weather Channel and Vindigo, all directed to the goal of fostering the rapid growth of the wireless advertising industry by establishing voluntary guidelines that address key industry issues.


Marla Nitke IAB
[email protected]