The guidelines have received industry endorsements from associations such as IAB UK and Mexico, dotMobi Advisory Group (MAG), ADMA and others.
The guidelines capitalise on the progress made in 2007 with the publication of region specific Mobile Advertising Guidelines for North America, Asia Pacific and Europe, Middle East and Africa. The regional guidelines have been integrated into a global guideline to ensure a consistent approach to mobile advertising worldwide.
“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, MMA president.
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.
The MMA EMEA Mobile Advertising Guidelines can be downloaded from www.mmaglobal.com/mobileadvertising.pdf. The MMA has also released a Mobile Advertising Overview white paper which can be downloaded from www.mmaglobal.com/mobileadvertisingoverview.pdf.
The MMA represents more than 600 companies across the mobile marketing ecosystem. For more information, go to www.mmaglobal.com.
The Mobile Advertising Committee was created to establish a library of format and policy guidelines for advertising within content on mobile devices and comprises MMA member companies including: 4INFO, Action Engine, Ad Infuse, AdMob, 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, I-Mobile Marketing, LLC, Incentivated Limited, iO Global Limited, M:Metrics, Madhouse, MediaFLO USA, Medio Systems, Microsoft (MSN and Windows Live), Mobixell Networks (Europe), Mozes, News Over Wireless, Nielsen Mobile, Nokia Corporation, OpenMarket, Out There Media Holding GmbH, Qualcomm, Quattro Wireless, R/GA, Rhythm NewMedia, Safecount, ScreenTonic, Sensei, ShoZu, SinglePoint, Sports.comm Ltd, Sybase 365, The Coca-Cola Company, The Weather Channel Interactive, Thin Multimedia, Third Screen Media, Turkcell Iletisim Hizmetleri AS, US Cellular, Univision Online, Verizon Wireless, Vindigo, VML, Vodafone Group Services,. and Yahoo!.
