MMA releases latest mobile ad guidelines
The updates focused on mobile web specifications in response to changing network speeds, handset capabilities and operator specifications. It provides four standard sizes for WAP site banners ranging from extra large to small, adjusting for handset size.
"As far as setting standards for the mobile-based marketing industry we've been ahead of the market," said Laura Marriott, executive director of the MMA. "We're being proactive based on the personal nature of this device."
The MMA, Boulder, CO, has been providing thought leadership and customized for mobile industry formats, guidelines and best practices since 2003.
"The best part is that the guidelines are set in collaboration with industry members," Ms. Marriot said. "We get buy in and feedback from advertisers and publishers before we release [the guidelines]."
The guideline's publishers are the MMA's Mobile Advertising Committee, chaired by Kim Olson of Sprint Nextel and Heidi Lehmann of Third Screen Media. The committee has representatives from wireless carriers, technology enablers, agencies and content providers including AOL, Cingular Wireless, ipsh, Reuters, OgilvyInteractive North America, Verizon Wireless and USATODAY.com.
The latest version of the MMA mobile advertising guidelines can be viewed at www.mmaglobal.com/bestpractices.pdf.
Ms. Marriot said that recently the industry has seen increased participation from carriers. Overall the MMA expects more innovation and change as technology continues to improve.
"I think we are going to a see more and more uptake in mobile marketing, always putting protecting the consumer's experience and at the forefront of the experience," she said.