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Coming to a phone near you: commercial.

Macromedia and DoubleClick are teaming up to design a system for creating, deploying, and tracking multimedia ads for display on mobile phones. The system, called DART Motif, combines Macromedia Flash MX with DoubleClick's DART ad management capabilities.

Because DART Motif is an ad type within the Macromedia Flash application, designers can create online ads containing sound, video, and interactivity, then package them into standard rich media ad formats. When the ad is launched, DART Motif can report metrics such as impressions and clicks, post click and post impression activities, and unique users.

Macromedia has already launched Flash on NTT DoCoMo's new range of third-generation phones in Japan, and says it's in talks with other telecommunications carriers. If all goes as Macromedia and DoubleClick expect, U.S. and European consumers will see Flash enabled phones in the first half of 2004. More than 30 publishers, advertisers, and ad agencies--including Lycos, MTV, RealNetworks, Universal McCann Interactive, and the Washington Post--are set to use DART Motif. Of course, this assumes mobile users want, or will tolerate, ads on phones.

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Title Annotation:News: trends standards products
Publication:Mobile Business Advisor
Article Type:Brief Article
Geographic Code:1USA
Date:Nov 1, 2003
Previous Article:Wi-Fi + phone service.
Next Article:How long will VoIP be free?

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