Mobile Marketing Association Publishes Latest Global Mobile Advertising Guidelines

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) (www.mmaglobal.com) 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)
Buzzd
Catapult Marketing
Fox Interactive Media
GetJar Inc.
GoldSpot Media
Greystripe Incorporated
Impact Mobile Inc.
Jinny Software
JumpTap
Madhouse Inc.
Microsoft (MSN and Windows Live)
Millennial Media, Inc.
MindShare
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
Velti
Verizon Wireless
Vibes Media
Vodafone Group Services Ltd.

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.

Source: Mobile Marketing Association (MMA)