February 12, 2007

Since 2005, MMA Leads with Mobile Advertising Guidelines and Best Practices

Barcelona, Feb. 12, 2007— During the 3GSM World Congress this week, the Mobile Marketing Association (MMA) ( has brought together the mobile marketing ecosystem, including global operators, brands, technology enablers and agencies, for collaborative discussions to develop and drive the tools to drive the growth of mobile advertising. The MMA has led the industry since 2005 in setting guidelines and best practices which have been adopted and implemented around the world.

“Mobile advertising is accelerating with large scale campaigns underway across all mobile mediums worldwide,” said Laura Marriott, executive director of the MMA. “This week in Barcelona, industry leaders from around the world will discuss the priorities around the creation of global guidelines and frameworks to advance mobile advertising globally. By establishing a foundation of formats, the MMA has simplified the means for brands to engage mobile in their cross-media advertising initiatives.”

MMA’s Mobile Advertising committee establishes a library of format and policy guidelines for advertising on the ‘third screen’. The guidelines include messaging, mobile web, downloadables, and video and television, and serve as a framework for carriers, publishers, agencies and brands to accelerate their time to market by adopting industry approved guidelines for mobile advertising. The MMA mobile advertising guidelines ensure the industry is taking a proactive approach to keep consumer experiences, content integrity and executional simplicity as the driving forces behind all initiatives.

Michael Bayle, co-chair for the MMA North American (NA) Mobile Advertising committee and MMA NA Board of Directors member, and General Manager of Global Mobile Monetization for Yahoo! said, “Mobile advertising offers marketers a non-traditional channel to reach their audiences. In fact, it brings the consumer to the advertiser through active participation. The MMA is helping to create a unified market, which in turn, enables rapid time-to-market for implementation of campaigns. As an industry, we are collaboratively advancing the mobile advertising channel and in doing so are simplifying and enabling faster adoption.”

“Mobile advertising has always been a fundamental part of the MMA’s mission,” said Louis Gump, MMA Global & NA Chairman and VP Mobile, The Weather Channel Interactive. “The Weather Channel was one of the first to launch mobile web-based advertising initiatives leveraging the MMA guidelines and, with other industry leaders, we continue to participate actively in their evolution. The MMA guidelines served as a catalyst to launch our mobile advertising services, and are now helping companies across the mobile ecosystem to facilitate implementation.”

The MMA has established Mobile Advertising committees in North America (NA), Asia Pacific (APAC) and Europe, Middle East and Africa (EMEA) to drive the creation of global and regional guidelines for mobile advertising. To view the current MMA Guidelines, please visit:

About the Mobile Marketing Association (MMA)
The Mobile Marketing Association (MMA) is the premier global association established to lead in the growth of mobile marketing and its associated technologies. The MMA is an action-oriented organization designed to clear obstacles to sustainable market development, establish mobile media guidelines and best practices for sustainable growth, and evangelize the mobile channel for use by brands and content providers. The 400+ global member companies include agencies, advertisers, hand-held device manufacturers, wireless operators, aggregators, infrastructure providers, retailers, technology enablers, market research firms and all companies focused on marketing via the mobile channel. The Mobile Marketing Association’s global headquarters are located in the United States. For more information, please visit

Valerie Christopherson or
Kirsten Woodard
Global Results Comm. (GRC)
+1 949 608 0276
[email protected]
[email protected]