MMA updates mobile advertising guidelines

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The Mobile Marketing Association issued its latest Global Mobile Advertising Guidelines on September 30, focusing on new ad units as mobile advertising evolves. The updated principles were produced by MMA member companies and participants in the MMA Mobile Advertising Committee.

The recommendations cover a wide breadth of online advertising, including aspect ratios, dimensions, media formats, file size and creative design principles for units including mobile Web ads, text messages, multimedia ads, mobile video and TV ads and mobile applications.

For instance, the bylaws list recommended universal aspect ratios for mobile Web banner ads at 6:1 and 4:1; ad widths at 120, 168, 216 and 300 pixels; and acceptable media formats as GIF, PNG and JPEG files.

The guidelines have generally been updated every six months, since the MMA began publishing them in 2005.

“The most important thing is that we are continually updating these guidelines and are responding to the needs of the market, as mobile continues to grow,” added Kristine van Dillen, director of industry initiatives and partnerships at the MMA.

The group released the latest version of its US Consumer Best Practices Guidelines for Cross-Carrier Mobile Content Services in July. It also updates those bylaws twice a year.

Earlier this year, the four largest US wireless service providers all agreed to incorporate their mobile marketing guidelines with the MMA's best practices. Verizon Wireless, AT&T, Sprint and T-Mobile USA agreed to incorporate their guidelines and codes of conduct into one unified document.

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