MMA releases Mobile Advertising Guidelines

Non-profit trade group the Mobile Marketing Association announced the release of its Mobile Advertising Guidelines, a global framework designed to accelerate mobile advertising uptake and enhance the consumer experience. According to the MMA, the guidelines provide improved formats around the mobile web and add new rules and restrictions for messaging (including SMS and MMS) and downloads, including recommended aspect ratios and banner dimensions, maximum file sizes, file formats and other technical specifications. A related publication titled Mobile Advertising Overview promises assistance and education to firms new to the space. The MMA Mobile Advertising Guidelines can be downloaded here [1]; the Mobile Advertising Overview white paper can be downloaded here [2].

The MMA added the guidelines have received endorsements from industry associations including the IAB UK and Mexico, dotMobi Advisory Group, ADMA and others. "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 MMA president Laura Marriott in a prepared statement.

For more on the MMA guidelines:
- read this release [3]

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MMA [4]: Western Europe primed for mobile marketing
MMA [5] updates Consumer Best Practices
MMA [6] and dotMobi sign alliance
MMA [7] goes international