New Mobile Ad Guidelines Published
The Mobile Marketing Association (MMA), has released mobile advertising guidelines for the Europe, Middle East and Africa (EMEA) region.
The MMA says that the guidelines are designed to foster the uptake of mobile advertising by global brands as well as enhance and protect the customer’s experience.
Laura Marriott, president of the MMA, said: “As marketers embrace the power of mobile advertising to create and deliver engaging campaigns, so must the ecosystem demonstrate the strength, quality and potential of mobile.
“The MMA EMEA Mobile Advertising Guidelines launch is a landmark event in our mission to establish a consistent approach for mobile marketing. The guidelines will play a critical role in ensuring all players in the ecosystem see mobile advertising as a natural option for brand communication as a means to deliver targeted, meaningful and rewarding connections with consumers.”
The guidelines provide information including how to purchase and use mobile web advertising, how to use mobile web banner advertising, recommended aspect ratios and banner dimensions, maximum file sizes, file formats and other technical specifications.
The GSM Association, which represents more than 700 mobile operators worldwide, and the dotMobi Advisory Group (MAG), both support the new guidelines.
Bill Gajda, chief commercial officer of the GSMA, said: “These guidelines have broad support among mobile operators, enabling advertisers to quickly create compelling campaigns for the mobile medium that will be effective across many different networks and geographies.
“Our collaboration with the MMA will help bring economies of scale to this nascent and exciting new market, enabling it to reach its full potential to the benefit of all players in the ecosystem.”
Richard Saggers, MMA EMEA chairman and head of mobile advertising, Vodafone Group, added: “Mobile internet is fast emerging as a mainstream information, entertainment and transaction source for people on the move. It is vital that the industry has a frame of reference for effectively implementing such initiatives.
“The EMEA Mobile Advertising Guidelines reinforce the MMA’s commitment to providing industry specific guidelines on both a regional and global level. The guidelines are key to driving the development of the mobile advertising industry forward in the EMEA region.”
Mobile Marketing Association: www.mmaglobal.com