Mobile Marketing Association Publishes Latest Global Mobile Advertising Guidelines | MMA Global
September 30, 2009

Revised guidelines address new advertising units and the globalization of Mobile Applications specifications

New York; London; Sao Paulo and Singapore - September 30, 2009 – The Mobile Marketing Association (MMA) ( today published the latest version of its Global Mobile Advertising Guidelines. The updated guidelines, produced by MMA member companies and participants in the MMA Mobile Advertising Committee globally, focus on new advertising units and specifications as innovation continues throughout the industry.

The MMA’s Global Mobile Advertising Guidelines provide the global formats, guidelines and best practices necessary to implement mobile advertising initiatives in a variety of mobile media channels, including web, messaging, downloadable applications and video. The guidelines are designed to encourage the uptake of mobile advertising and marketing worldwide by creating a simplified framework for brands and agencies to deliver mobile advertising in a consistent way.

Key revisions include:

  • Global requirements for Mobile Application ad units
  • New advertising units and definitions across channels
  • New length requirements for Mobile Video & TV ad units
  • Recommended future mobile web banner ad requirements

Released every 6 months, the guidelines process ensures that the recommendations are continually updated and reflective of global best practices and industry feedback. The MMA has published regional ad guidelines since 2005, globalising them in April 2008.

“The updated guidelines reinforce the MMA’s longstanding pledge to provide its members and the wider industry with reliable standards and increased awareness of mobile advertising globally. MMA’s Global Mobile Advertising Guidelines will serve to simplify the deployment of mobile advertising campaigns whilst increasing their effectiveness,” said Mike Wehrs, MMA President and CEO. “The globalization of the mobile applications specifications in the latest edition of the guidelines is particularly important for the constantly growing and evolving mobile marketing industry to address.”

The MMA Mobile Advertising Committee member companies include:

4INFO, Inc.
AdMob Inc.
AT&T Mobility
Azuki Systems (formerly Peermeta)
Catapult Marketing
Fox Interactive Media
GetJar Inc.
GoldSpot Media
Greystripe Incorporated
Impact Mobile Inc.
Jinny Software
Madhouse Inc.
Microsoft (MSN and Windows Live)
Millennial Media, Inc.
Mobile Posse
Mobixell Networks (Europe) Ltd
Myxer Inc.
Neustar, Inc.
News Over Wireless
Orange NSM
Out There Media GmbH
Platform A
Quattro Wireless
Rhythm NewMedia
Ringleader Digital
Sensei, Inc.
SkyFire Labs, Inc.
Smaato Inc.
Snac, Inc.
Sybase 365
Tapioca Mobile
Telecom Italia SpA
Telefónica S.A.
TelePages, Inc.
Telescope, Inc.
The Weather Channel Interactive
Turkcell Iletisim Hizmetleri A.S.
U.S. Cellular Corp
Unkasoft Advergaming
Verizon Wireless
Vibes Media
Vodafone Group Services Ltd.

The latest version of the MMA global Mobile Guidelines can be downloaded from ( MMA has also published a Mobile Advertising Overview white paper ( as well as an Applications white paper ( for educational purposes.

About the Mobile Marketing Association (MMA)
The Mobile Marketing Association (MMA) is the premier global non-profit trade association established to lead the growth of mobile marketing and advertising and their related 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 use of the mobile channel. The more than 700 member companies, representing over forty countries around the globe, include all members of the mobile media ecosystem. The Mobile Marketing Association’s global headquarters are located in the United States and it has regional chapters including North America (NA), Europe (EUR), Latin America (LATAM), Middle East & Africa (MEA) and Asia Pacific (APAC) branches. For more information, please visit


Valerie Christopherson or Grace Mourey
Global Results Comm. (GRC)
P:+1 949 608 0276
E: [email protected]
E: [email protected]

Jen Allen, Becca Daniel or Camellia Zarbhanelian
Mi liberty Ltd
P: +44 20 7751 4444
E: [email protected]

Maria Ramirez or Julio Gama
Newlink PR
Tel: +305 5327950
Email: [email protected]

Sonya Madeira Stamp
Rice Communications Pte Ltd
Tel: +65 6227 1550
Email: [email protected]