WindWire will work with the Wireless Advertising Association to encourage the adoption of the standards, which include specifications for all types of mobile media from text to images and audio.

• Text should not exceed 40 characters on a phone and 60 characters on a PDA.
• Images should range in size from 153 x 15 for a PDA banner, 60 x 20 for a phone banner, 45 x 45 for a PDA square button, and 32 x 32 for a phone square button.
• Interstitial ads should always have an ad delimiter to distinguish it from content.
• Audio ads should run no longer than five seconds for introductions and 15 to 30 seconds for promotional pieces.

To simplify the development of ads that adhere to the standards, WindWire has released an ad creation wizard, which is part of its WindCaster, a wireless ad solution.

With the wizard, ad agencies can develop ads that will run across virtually all wireless devices. The step-by-step instructions allow the user to create a wide range for ads from text to multimedia, without any knowledge of wireless markup languages such as HDML, compact HTML, and WML.

For advertisers, implementation of wireless advertising standards now will help them avoid problems experienced in the wired environment, said Fred Burke, the director of research and development for Internet, an on-line advertising services and technology provider.