MMA UPDATES ADVERTISING GUIDELINES WITH FOCUS ON DOWNLOADABLE CONTENT AND MOBILE | MMA
June 5, 2007
MMA UPDATES ADVERTISING GUIDELINES WITH FOCUS ON DOWNLOADABLE CONTENT AND MOBILE WEB

Endorsed by Mobile Ecosystem, Sets Consistent Experience for Mobile Marketing

New York - Mobile Marketing Forum – June 5, 2007 — The Mobile Marketing Association (MMA) (www.mmaglobal.com), which represents more than 400 companies across the mobile ecosystem, today released version 4.0 of its Mobile Advertising Guidelines during the Mobile Marketing Forum (MMF) held in New York. The revision includes guidelines for mobile web and downloadable content, such as advertising-oriented games, as well as an overview on Multi-media Messaging Services (MMS). The MMA has been providing thought leadership and customized for mobile industry formats, guidelines and best practices since 2000, and released its first Mobile Advertising Guidelines in September 2005.

“MMA Mobile Advertising Guidelines continue to provide a framework for mobile advertising that anticipates the evolving needs of marketers and helps ensure a non-intrusive, secure experience for mobile customers,” said Pete Distler, general manager, Sprint Mobile Media Network. “The guidelines are an example of how the MMA leads the worldwide mobile marketing industry by bringing all players in the ecosystem together to ensure successful, effective mobile advertising campaigns for brands and a positive experience for consumers.”

“The MMA brings together the key players in the development of its guidelines,” said Heidi Lehmann, VP, Strategic Development, Third Screen Media and co-chair of MMA NA Mobile Advertising Committee. “The cross-industry collaboration is critical, as we are able to quickly deploy guidelines that meet the needs of the industry and our customers, including the world’s largest marketers, advertising agencies and media companies as well as supply a single, consistent standard to encourage rapid adoption.”

“The MMA is pleased to release the latest Mobile Advertising Guidelines which is the result of the collaboration of companies representing the entire mobile ecosystem all of whom share the unified goal of promoting common guidelines, measurements and codes of conduct in mobile advertising worldwide,” said Laura Marriott, president of the Mobile Marketing Association.

The fourth revision of the MMA Mobile Advertising Guidelines is published by the MMA’s Mobile Advertising Committee, which is chaired in North America by Sprint Nextel, Third Screen Media and Yahoo!; in Asia by Madhouse; and in EMEA by Enpocket and Vodafone Group. The committee’s membership includes wireless carriers, technology enablers, agencies and content providers. The MMA will deploy a usability lab to validate ongoing iterations to the guidelines later this year. The current MMA mobile advertising guidelines can be viewed at: www.mmaglobal.com/mobileadvertising.pdf.

The MMA NA Mobile Advertising Committee’s membership includes representatives from:

24/7 Real Media
AccuWeather, Inc.
Action Engine Corporation
AdMob
Airborne Entertainment
Alltel Wireless
Amobee Media Systems
AOL LLC
AT&T Mobility
Cellfish Media
Crisp Wireless
Dennis Digital
Digital Sidebar, Inc.
DoubleClick Inc.
Dynetic MEnpocket, Inc.
Flycell Inc.
Gannett Digital
Greystripe
Handmark Inc.
Helio LLC
iLoop Mobile, Inc.
InfoSpace, Inc.
ipsh!net, Inc.
LimeLife, Inc.
Mark Beccue Consulting, Inc.
Michael Marchese
Microsoft (MSN & Windows Live)
Millennial Media
Mobliss Corporationobile Solutions
MoPhap
Motricity, Inc.
mTLD (.mobi)
Nellymoser, Inc.
New York Times Company
News Over Wireless
Nokia
NPR
Openwave
Qualcomm
R/GA
Reuters
Rhythm NewMedia
Sensei Corp.
Soapbox Mobile
Sprint Nextel
The Hyperfactory
The Weather Channel Interactive
Third Screen Media
Tribune Company
Univision Online, Inc.
US Cellular Corp.
Verizon Wireless
Verve Wireless, Inc.
WeatherBug
Yahoo!, Inc.
Zingy, Inc.

About the Mobile Marketing Association (MMA)
The Mobile Marketing Association (MMA) is the premier global non-profit association established to lead the growth of mobile marketing and its associated technologies. The MMA is an action-oriented organization designed to clear obstacles to 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, 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 www.mmaglobal.com

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