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:
o Global requirements for Mobile Application ad units
o New advertising units and definitions across channels
o New length requirements for Mobile Video & TV ad units
o 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 (pictured), 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 latest version of the MMA global Mobile Guidelines can be downloaded from (http://mmaglobal.com/mobileadvertising.pdf).The MMA has also published a Mobile Advertising Overview white paper (www.mmaglobal.com/mobileadoverview.pdf) as well as an Applications white paper (http://www.mmaglobal.com/mobileapplications.pdf) for educational purposes.
About the Mobile Marketing Association (MMA)
The MMA says: “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.”
