MMA updates Global Advertising Guidelines

The Mobile Marketing Association has released an updated version of its global Mobile Advertising Guidelines, first released in April. The guidelines provide a roadmap for mobile advertising initiatives and offer suggestions for a variety of mobile media channels including the web, mobile messaging, downloadable applications and video.

In particular, the guidelines offer recommendations for automatic resizing of mobile Web banners and updated suggestions for multimedia messaging, mobile video and mobile TV. Laura Marriott, president of the MMA, told FierceMobileContent in an interview yesterday that these guidelines are designed to create a simplified system for brands and agencies and will continue to be updated every six months.

In other MMA news, Marriott said that the association is responding to the recent revelation Verizon Wireless and other operators may start charging a 3-cent fee for all mobile terminated messages delivered across its network. Marriott said the MMA is going to assess the business models of the various players--carriers, aggregators, content providers--and look at ways to ensure this is a healthy industry.

Marriott, who announced in June she was resigning from the association this year, also said the MMA will be shuttering its Denver office and will be operating primarily out of its New York office, where the majority of its staff currently is located.

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