Mobile advertising guidelines launched

25 Sep 2007

The Mobile Marketing Association (MMA) has released its Mobile Advertising Guidelines tailored specifically for the Europe, Middle East and Africa (EMEA) region. The guidelines are designed to foster the uptake of mobile advertising by global brands and facilitate a positive consumer experience.

The guidelines make it easier for marketers to develop mobile advertising campaigns while ensuring the campaigns are delivered consistently on the majority of mobile devices.

The MMA represents more than 450 companies across the mobile marketing ecosystem.

These guidelines provide important 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.

“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,” said Laura Marriott, president, MMA. “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.

“It is our overall goal to ensure that as the mobile advertising market develops worldwide, consumers not only experience a positive mobile advertising experience but are also treated equitably by all in the value chain.”

The GSM Association, which represents more than 700 mobile operators worldwide, and the dotMobi Advisory Group (MAG), both support the new guidelines.

“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,” said Bill Gajda, chief commercial officer of the GSM Association. “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.”

“The 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,” said Richard Saggers, MMA EMEA chairman and head of mobile advertising, Vodafone Group. “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.”

The MMA’s EMEA Mobile Advertising Committee is comprised of mobile operators, content providers, agencies, brands and technology enablers, including Alcatel-Lucent, Bundesverband Digitale Wirtschaft (BVDW) e.V., Ericsson AB, Microsoft (MSN and Windows Live), Mobixell Networks (Europe) Ltd, mTLD Top Level Domain, LLC (.mobi), Nokia Corporation, Openwave, Orange UK, Qualcomm, The Coca-Cola Company, The Weather Channel, Interactive, T-Mobile UK, Vodafone Group Services Ltd and Yahoo!.

The MMA EMEA Mobile Advertising Guidelines are now available to download.

By Niall Byrne