November 13, 2006

Guidelines Establish Formats for Mobile Web Based Advertising Worldwide

BOULDER, CO, Nov 13, 2006 — The Mobile Marketing Association (MMA) ( today announced the latest release of its Mobile Advertising Guidelines. The MMA has been providing thought leadership and customized for mobile industry formats, guidelines and best practices since 2003. The updated release of the Mobile Advertising Guidelines marks the MMA’s third revision of its Mobile Advertising Guidelines. The updates are focused around mobile web and are in response to constantly changing network speeds, handset capabilities and operator specifications.

The guidelines are published by the MMA’s Mobile Advertising Committee, which is chaired by Kim Olson of Sprint Nextel and Heidi Lehmann of Third Screen Media, along with members from wireless carriers, technology enablers, agencies and content providers. The committee was established in 2005 to create industry standard formats and policies, as well as develop mobile advertising guidelines and best practices to ensure subscriber experience, content integrity and deployment simplicity are major factors in all mobile advertising programs.

“The establishment of mobile advertising formats, by the MMA, ensures that our brands are able to quickly deploy campaigns that leverage mobile web based advertising,” noted Eric Wheeler, Managing Director, OgilvyInteractive. “Mobile advertising is an exciting platform for marketers to extend their reach to target audiences and it is emerging as a powerful accelerant to any marketing program.”

The MMA Mobile Advertising Committee has MMA member representation from the following companies:

 AccuWeather, Inc.
 Action Engine
 AirG
 Blue Frog Mobile
 Buongiorno
 Cingular Wireless
 Enpocket, Inc.
 Greystripe Incorporated
 Helio LLC
 InfoSpace
 ipsh!
 LimeLife, Inc.
 Mark Beccue Consulting, Inc.
 mFoundry
 Mobliss
 Mobile Phone Applications, Inc.
 Nellymoser
 NPR (National Public Radio)
 OgilvyInteractive North America
 Reuters
 Rhythm NewMedia
 Sprint Nextel
 Third Screen Media
 T-Mobile USA
 Verizon Wireless
 The Weather Channel Interactive
 Zingy, Inc.

“The success of the mobile advertising committee is due to cross industry collaboration by all players in the ecosystem,” said Laura Marriott, executive director of the MMA. “The MMA has led the development of mobile advertising guidelines and best practices for the mobile marketing industry. The Mobile Advertising Committee members have been integral to the development of these guidelines and we appreciate their leadership in building the mobile marketing industry.”

The current version of the MMA mobile advertising guidelines can be viewed at:

About the Mobile Marketing Association (MMA)
The Mobile Marketing Association (MMA) is the premier global association which strives to stimulate the growth of mobile marketing. The MMA is an action-oriented association designed to clear obstacles to market development, to establish standards and best practices for sustainable growth, and to evangelize the mobile channel for use by brands and third party content providers. MMA members include agencies, advertisers, hand held device manufacturers, wireless operators and service providers, retailers, as well as any company focused on the potential of marketing via the mobile channel. The Mobile Marketing Association’s global headquarters are located in the United States. For more information, please visit

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