Latest Revised Guidelines released today by Mobile Marketing Association
New York; London, UK; Singapore and Sao Paulo, October 29, 2008 – The Mobile Marketing Association (MMA) (www.mmaglobal.com) today announced the release of an updated version of its global Mobile Advertising Guidelines. The guidelines provide the global formats, guidelines and best practices necessary to implement mobile advertising initiatives in a variety of mobile media channels, including web, messaging, downloadable applications and video. The MMA has published regional ad guidelines since 2005 and globalized the guidelines in April 2008.
“For the first time now the MMA has recognized mobile applications as a viable way for brand marketers to reach out to their mobile consumers” stated Harald Neidhardt, CMO & Co-Founder of Smaato and active member of the MMA Mobile Advertising Committee. Members of the committee are international mobile experts of 36 different companies. Their work continues to bring in-application advertising into the more formal MMA guidelines document in the future.
“The interest in applications - not only by the iPhone AppStore - feels like a vital renaissance for mobile developers. When helping publishers to monetize their ad inventory with our SOMA platform, we need standards worldwide to help maximize mobile Ad ARPU” continued Harald Neidhardt.
The MMA guidelines are designed to encourage the uptake of mobile marketing worldwide by creating a simplified framework for brands and agencies to deliver mobile advertising in a consistent way. Released every 6 months, the guidelines process ensures that the recommendations are continually updated and reflective of global best practices and industry feedback.
The new set of guidelines are the result of ongoing collaboration between MMA member companies and MMA Mobile Advertising Committee members in the Asia Pacific, Europe, Latin America and North America regions and are representative of the entire mobile marketing ecosystem. They have also received industry endorsement from industry associations such as ADMA, BVDW, DMA UK, dotMobi Advisory Group (MAG), IAB UK, Chile and Mexico.
The latest version of the MMA global Mobile Guidelines can be downloaded from www.mmaglobal.com/mobileadvertising.pdf. The MMA has also published a Mobile Advertising Overview white paper (www.mmaglobal.com/mobileadoverview.pdf) as well as an Applications white paper (http://www.mmaglobal.com/mobileapplications.pdf) for educational purposes.