Mobile Advertising Guidelines Get an Update

The Mobile Marketing Association (MMA) has released a new version of its Global Mobile Advertising Guidelines, which serve as a source of global formats, guidelines, and best practices for the implementation of mobile advertising campaigns.

"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," he added.

Key revisions of the guidelines 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

The guidelines (pdf) are released every six months to ensure that they are up to date and reflect industry standards and feedback. They have been publishing the guidelines since 2005. They began globalizing them last year.

The MMA’s Mobile advertising committee members include AdMob, AT&T Mobility, Fox Interactive Media, Microsoft, Orange NSM, The Weather Channel, and Verizon Wireless, to name a few.