February 8, 2011



Fifth Edition Accompanied by First Draft Guidelines
for Rich Media and Universal Mobile Ad Packages
New York, London, Singapore & São Paulo: Feb. 8, 2011The MMA (Mobile Marketing Association) ( today published the fifth edition of its “Mobile Advertising Guidelines,” which are designed to provide marketers, agencies, wireless carriers, media companies and other ecosystem members with industry-standard technical specifications and best practices. The MMA also published two complementary documents for emerging opportunities in mobile marketing: Draft Guidelines for Rich Media and the Universal Mobile Ad Package.
First published in 2005, the “Mobile Advertising Guidelines” provide recommendations for the global ad units used in mobile advertising across the following mobile media channels: mobile web, messaging, applications and mobile video and TV. The fifth edition of the MMA “Mobile Advertising Guidelines” features several major additions and updates, including:
  • Additional ad-unit sizes
  • Elimination of aspect-ratio requirements for banner ads
  • More considerations for Mobile Rich Media Advertising
The Rich Media Draft Guidelines provide a high-level overview of Rich Media mobile ad units, criteria for creating and executing successful campaigns as well as proposals for how the MMA will continue to provide guidance to the market going forward. Mobile Rich Media is an emerging category that goes beyond text, static and animated graphics or video. It enables multimedia applications to be encapsulated in virtually any context that displays on a mobile device and provides consumers with a more compelling, immersive brand experience.
The Universal Mobile Ad Package is a subset of the MMA’s widely adopted Mobile Advertising Guidelines, designed to streamline the creative and publishing processes. By producing creative material according to these universal ad units, brands and agencies can more easily advertise with all publishers that are compliant with the MMA’s universal mobile ad package.
“The MMA’s advertising guidelines have become the industry standard, providing the best practices that are key for maximizing the mobile channel’s reach and effectiveness,” said Greg Stuart, Global CEO of the MMA. “With the addition of the Rich Media and Universal Mobile Ad Package guidelines, the MMA continues its commitment to providing the ecosystem with the frameworks necessary to capitalize on emerging opportunities.”
The MMA welcomes public feedback on all three documents through March 4, 2011. Submit comments and suggestions to [email protected].
The MMA guidelines are the result of ongoing collaboration across the MMA Mobile Advertising Committee with representation from companies in Asia Pacific (APAC), Europe, Middle East and Africa (EMEA), Latin America (LATAM) and North America (NA). Committee members are representative of all parties in the mobile marketing ecosystem, including handset manufacturers, operators, content providers, agencies, brands and technology providers. The fifth edition of “Mobile Advertising Guidelines” is available immediately as a free download at The Rich Media Mobile Advertising Guidelines can be downloaded at And the Universal Mobile Ad Package can be downloaded at
About the Mobile Marketing Association (MMA)
The Mobile Marketing Association (MMA) is the premier global non-profit trade association representing all players in the mobile marketing value chain. With more than 700 member companies, the MMA is an action-oriented organization with global focus, regional actions and local relevance. The MMA’s primary focus is to establish mobile as an indispensable part of the marketing mix.   The MMA works to promote, educate measure, guide and protect the mobile marketing industry worldwide. The MMA’s global headquarters are located in the United States and it has regional chapters including North America (NA), Europe, Middle East and Africa (EMEA), Latin America (LATAM) and Asia Pacific (APAC) branches. For more information, please visit
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Valerie Christopherson/Evan Tamura
Global Results Comm. (GRC)

P:+1 949 608 0276
E: [email protected]