Download Slide 1 - Mobile Marketing Association

Permission Based Advertising
Channels
Permission Based
Advertising
Channel 1.
Implicit Publisher
Info Opt-In
Product Purchase
includes Product Based
Communications
Message types
Product updates, help and
information, and offers
Related directly to product
Permission Based
Advertising
Channel 2.
Explicit
Company Info
Customer
Opt-In
Opts-In for
Company Based
Communications
Requires
user agreement
and must be defined in
Terms & Conditions
Message types
Include Channel 1
communications plus
information on other
relevant Company
managed products and
services
Cellfish Mobile Social Networks
Permission Based
Advertising
Channel 3.
Explicit 3rd Party Info OptIn
Requires explicit and
recorded Opt-In
Message types
Include Channel 1 and
Channel 2
communications plus
information on 3rd Party
managed products and
services
1
Permission Based Advertising: The Opt In –
Defined in Terms and conditions
Example #1: SMS, Web and WAP Opt-in. Promotion of
Publisher Managed Products and Services
PUBLISHERS Terms and Conditions must include appropriate promotional messaging disclosures;
i) Identify Number of Messages Per Month; ii) Indicate how the user may cancel messaging; and
iii) Acknowledge Messaging Rates – If not using FTEU.
PUBLISHERS Privacy Policy must indicate how Personal Information is shared with affiliated
partners and or advertisers.
2
Permission Based Advertising:
The Opt In - Web & Wap
Example #2: Web and WAP Opt-in. Third Party Promotions .
I agree to receive up to [#] 3rd party offers on my cellular phone from
[Publisher or entity working on behalf of Publisher] I understand I can cancel at anytime
by texting STOP to 12345. I acknowledge standard messaging rates apply .
Opt In Language Requirement Must: i) Name the entity that will be sending the Message; ii)
Identify Number of Messages Per Month; iii) Indicate how the user may cancel messaging; iv)
Acknowledge Messaging Rates – If not using FTEU; and v) Provide a disclaimer linking to 3rd
Parties Terms and Conditions of use.
PUBLISHER and 3RD PARTY PROVIDER Terms and Conditions must include appropriate
promotional messaging disclosures.
PUBLISHER and 3RD PARTY PROVIDER Privacy Policy must indicate how Personal
Information is shared with affiliated partners and or advertisers.
3
Permission Based Advertising
The Opt-in user is pushed an SMS
advertisement message from the entity
[PUBLISHER or 3RD PARTY PROVIDER
working on behalf of the PUBLISHER]
The Confirmation MT is sent by the PUBLISHER of the new service.
End User is billed and subscribed to the new program. Thank You
MT is sent .
FROM:12345
{NEW SERVICE PUBLISHER.}
{Prod. Desc.}
Price: $9.99/mo +std chrgs apply
Terms: www.publisher/terms
Reply YES to confirm
Text stop to stop
End user
replies
YES
to 12345
FROM: 12345
Welcome to the { Program Name.}
{Prod. Desc.}
4
Permission Based Advertising
Q&A
Q. How are terms of new program disclosed?
A. New program terms are disclosed as per MMA guidelines in the Confirmation MT.
Q. Will the original short code Provider also maintain the new program?
A. The original short code Provider need not be the Provider for the new program. However, for accountability,
the new program may only be an approved provisioned program that meets all MMA and Carrier guidelines.
Q. How do we prevent mobile spammers from taking advantage? How do we know if a message was solicited and
not an auto-enroll?
A. Unlike unsolicited messages, Permission Based Marketing offers Carriers more control in that the
identification of the PROVIDER is known.
Q. How can we audit and monitor this practice?
A. The current In Market and Message Flow auditing processes can be used to audit the Permission Based
Advertisements.
Q. How can these programs be provisioned?
A. Aggregators indicate Permission Based Advertising campaigns should be approved and provisioned no
differently than any other message types.
Cellfish Mobile Social Networks
5