New Mobile Marketing Guidelines Open for Public Review

    August 7, 2009
    Chris Crum

Mobile marketing is going to become increasingly hard for businesses to ignore. Just look at how much mobile advertising is already going on.

The key of course (which could really be said of other kinds of marketing), is to not be annoying about it. WebProNews recently interviewed former Yahoo executive and current Chief Revenue Officer of mobile marketing firm Crisp Wireless, Tom Foran, about this.

There are some new guidelines for mobile marketing in the works from none other than the Mobile Marketing Association (MMA), whom I like to think of as kind of like the Interactive Advertising Bureau for mobile marketing. The MMA consists of agencies, advertisers, hand-held device manufacturers, carriers and operators, retailers, software providers and service providers, and other companies focused on marketing with mobile devices.

Sidenote: See our interview with MMA President and CEO Mike Wehrs below:

The MMA has opened up a public review period for the guidelines, which runs through the end of the month. They new guidelines will be published in September. News updates and additions to the guidelines include:

– The MMA’s new Universal Mobile Advertising Package (UMAP), which provides industry-standard ad units.

– The Mobile Application section has been expanded from North America only to worldwide.

– An expanded MMS section, including new ad units and guidelines.

– An expanded Mobile Video & TV section with new ad units and guidelines.

– An expanded Mobile Applications section with new ad units and guidelines

"The MMA’s Global Mobile Advertising Guidelines are designed to provide the timely, actionable guidance and insights necessary to continue mobile advertising’s phenomenal growth," said Mike Wehrs, MMA president and CEO. "By making each new version of the Global Mobile Advertising Guidelines available for public review, the MMA ensures that this resource meets the needs of the entire mobile advertising ecosystem."

eMarketer estimates that there will be 280.8 million mobile phone subscribers by the end of the  year, while comScore says there will be 29 million smartphone users. Meanwhile, AdMob is getting ready to serve its 100 billionth mobile ad.