MMA Updates Industry Guidelines for Mobile Devices

Gail Chiasson, North American Editor

The Mobile Marketing Association, New York-based global trade association for the mobile industry, has released an updated version of the MMA Universal Mobile Ad Package.

Created with MMA members, and with added input from the industry gathered during a 30-day public comment period, the new, 2.0 version makes it easier to create, buy and sell mobileads for smart phones, feature phones and tablets.

“We’ve taken 60-plus ad unit sizes and streamlined them down to just six,” says Greg Stuart, MMA Global CEO. “That simplicity frees brands and agencies to focus on developing innovative, compelling mobile campaigns that span the widest possible variety of devices and demographics.”

Ad networks and publishers now have until the end of April, 2012, to become compliant. At that time, the MMA will promote those companies by issuing the MMA Universal Mobile Ad Package Compliance stamps that members can use on their websites and marketing materials.

To create the Universal Mobile Ad Package v.2.0, the MMA, with support from ImServices Group, Elgin, Illinois, analyzed hundreds of billions of mobile ad impressions delivered across the global mobile advertising marketplace in 2Q 2011. The data – sorted by smart phone and feature phone, networks and publishers, and including mobile Web and app – helped determine the six unit sizes that serve as the standard Mobile Universal Ad Package v.2.0.

The final standards – which are supported by the Newspaper Association of America, the Interactive Advertising Bureau and the 4A’s, mark a collaboration between the sales side – including networks, rich media vendors and publishers – and the buy side at global ad agencies.

The MMA Universal Mobile Ad Package was created by the MMA North America ‘SWAT’ Team and the Global Mobile Advertising Committee. MMA ‘SWAT’ companies include: AT&T Adworks, WDIG, ESPN Mobile, Google, InMobi, Joule, Jumptap, Medialets, Microsoft, Millennial Media, Ogilvy, Tribune, Turner and The Weather Channel.

The MMA includes more than 700 member companies. Representing nearly 50 countries around the globe, it includes all members of the mobile media ecosystem.

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