“The creation of ad guidelines by the MMA ensures that the industry is taking a proactive approach to keep subscriber experience, content integrity and simplified execution as the driving forces behind all mobile advertising programs,” said Laura Marriott, President, Mobile Marketing Association.
The guidelines provide improved formats around mobile web and have added new guidelines for messaging )including SMS and MMS) and downloadables. The MMA has also introduced a publication called Mobile Advertising Overview which will help those new to the space get educated. The guidelines include recommended aspect ratios and banner dimensions, maximum file sizes, file formats and other technical specifications.
“To ensure the best consumer mobile marketing experience, it is essential to have industry-wide accepted advertising guidelines,” said Stephanie Bauer, Marketing Manager for Verizon. “The MMA and its committees continue to update these guidelines reflecting the most up-to-date practices for marketers across the globe.”
“The MMA has been leading the development of mobile advertising guidelines for the global marketplace,” said Will Hodgman, CEO of M:Metrics. “We are pleased to be working with them to create a sustainable advertising environment to help drive even faster development of mobile advertising globally.”
The Mobile Advertising Committee was created to establish a library of format and policy guidelines for advertising within content on mobile devices and is comprised of MMA member companies including: 4INFO, Inc., Action Engine, Ad Infuse, Inc., AdMob, Inc., AKQA Mobile, Amobee, Media Systems, AOL LLC, AT&T Mobility, Bundesverband Digitale Wirtschaft )BVDW) e.V., David Krynauw, DoubleClick, Flycell, Gannett Digital, Greystripe Incorporated, Handmark, Inc., I-Mobile Marketing, LLC, Incentivated Limited, iO Global Limited, M:Metrics, Madhouse, Inc., MediaFLO USA, Inc., Medio Systems, Inc., Microsoft )MSN and Windows Live), Mobixell Networks )Europe) Ltd, Mozes, Inc., News Over Wireless, Nielsen Mobile, Nokia Corporation, OpenMarket, Out There Media Holding GmbH, Qualcomm, Quattro Wireless, R/GA, Rhythm NewMedia, Safecount, ScreenTonic, Sensei, Inc., ShoZu, SinglePoint, Sports.comm Ltd, Sybase 365, The Coca-Cola Company, The Weather Channel Interactive, Thin Multimedia, Third Screen Media, Turkcell Iletisim Hizmetleri A.S., U.S. Cellular Corp., Univision Online, Inc., Verizon Wireless, Vindigo, VML, Vodafone Group Services, Ltd. and Yahoo!.