Mobile Marketing Association Publishes Asia-Pacific Mobile Advertising Guidelines | MMA Global

Mobile Marketing Association Publishes Asia-Pacific Mobile Advertising Guidelines

December 5, 2007

Mobile Marketing Association Publishes Asia-Pacific Mobile Advertising Guidelines

Release of APAC Ad Guidelines Reflects Significant Milestone for MMA APAC Chapter!

 HONG KONG – Mobile Marketing Forum APAC – Dec. 6, 2007 — The Mobile Marketing Association )MMA), ), which represents more than 500 member companies worldwide, today announced the release of its Mobile Advertising Guidelines tailored specifically for the Asia-Pacific )APAC) region. The guidelines are designed to foster the uptake of mobile advertising by brands and marketers throughout the region, as well as enhance and ensure a positive and consistent consumer experience.

The guidelines make it easier for global and regional brands and marketers to develop mobile advertising campaigns while ensuring the campaigns are delivered consistently on the majority of mobile devices.

The APAC Mobile Advertising Committee is chaired by Joshua Maa, founder and Chief Executive Officer of Madhouse, Inc.  “As brands and marketers throughout the APAC region look to harness the mobile channel, they’ve been asking for clear, timely guidelines to help guide their strategies and decisions,” Maa said. “The MMA APAC Mobile Advertising Guidelines directly address that need by providing detailed, step-by-step guidelines designed to help create effective campaigns that provide a consistently good user experience, regardless of each customer’s device and network.”

“The APAC region has a history of being a worldwide leader in mobile technologies and usage,” said Laura Marriott, president of the MMA. “The MMA APAC Mobile Advertising Guidelines are designed to offer a consistent set of formats for the broadest range of devices in the region in order to provide a framework to ensure consistency for both marketers and mobile users.  The guidelines will help to drive even faster development of mobile advertising in the region. The MMA has been leading in the development of mobile advertising guidelines for the global marketplace, having released guidelines for both North America and EMEA previously.”

The guidelines are supported by the GSM Association, the global trade association for the mobile industry representing more than 700 mobile operators. “These guidelines are an important step in the development of the mobile advertising market in Asia Pacific,” said Bill Gajda, chief commercial officer of the GSMA. “We are working with the MMA to create a sustainable advertising environment so that mobile advertising will quickly reach its potential to the benefit of all players in the ecosystem.”

Produced by the MMA APAC Mobile Advertising Committee, the guidelines provide detailed, hands-on information about creating, formatting and using Mobile Web banner ads. Topics include:

  Design principles and style guides

  Technical requirements and considerations, such as handset display capabilities

  Advertising units, such as banner dimensions and aspect ratios

The MMA founded the APAC Mobile Advertising Committee in early 2007 to create a library of format and policy guidelines for advertising within content on mobile devices. Like MMA Mobile Advertising Committees for other regions,  the APAC committee works to ensure that the industry is taking a proactive approach to keep user experience, content integrity and deployment simplicity as the driving forces behind all mobile advertising programs. 

The MMA APAC Mobile Advertising Guidelines can be downloaded from

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 500+ 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 and has representatives in over forty countries across the globe.  It recently formed the Europe Middle East & Africa )EMEA) and Asia Pacific )APAC) divisions.  The Latin American )LATAM) division will be launched in Q1-08.  For more information, please visit



Valerie Christopherson or

Kirsten Woodard

Global Results Comm. )GRC)

+1 949 608 0276

[email protected]

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