Wireless ads get standardised

On Wednesday, the Wireless Advertising Association released its suggestions for the standard way to show advertising on mobile phones and personal digital assistants. The standards try to dictate, for instance, the number of characters that an advertisement accompanying a short text message should have or how long a pop-up ad should stay on a mobile phone's screen.

With a standard set of formats and sizes, the WAA hopes to smooth the path for those who create advertising campaigns. Industry analyst Ovum predicts that revenue from wireless advertising will reach the billion-dollar level by 2006. Jupiter Research isn't that aggressive. It predicts companies will spend about $700m on wireless advertising by 2005.

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