MMA launches new guidelines for mobile advertising

The MMA (Mobile Marketing Association) has released the fifth edition of its “Mobile Advertising Guidelines.”

The technical specification and best practice guide is essential reading for anyone buying mobile adverts or selling mobile advertising and comes with two additional documents for emerging opportunities in mobile marketing: Draft Guidelines for Rich Media and the Universal Mobile Ad Package.

The “Mobile Advertising Guidelines” provides recommendations for the global ad units used in mobile advertising across the following mobile media channels: mobile web, messaging, applications and mobile video and TV. The fifth edition of the MMA “Mobile Advertising Guidelines” features several major additions and updates, including:

  • Additional ad-unit sizes
  • Elimination of aspect-ratio requirements for banner ads
  • More considerations for Mobile Rich Media Advertising

The Rich Media Draft Guidelines provide a high-level overview of Rich Media mobile ad units, criteria for creating and executing successful campaigns as well as proposals for how the MMA will continue to provide guidance to the market going forward. Mobile Rich Media is an emerging category that goes beyond text, static and animated graphics or video. It enables multimedia applications to be encapsulated in virtually any context that displays on a mobile device and provides consumers with a more compelling, immersive brand experience.

The Universal Mobile Ad Package is a subset of the MMA’s widely adopted Mobile Advertising Guidelines, designed to streamline the creative and publishing processes. By producing creative material according to these universal ad units, brands and agencies can more easily advertise with all publishers that are compliant with the MMA’s universal mobile ad package.

The MMA welcomes public feedback on all three documents through March 4, 2011. Submit comments and suggestions to

The fifth edition of “Mobile Advertising Guidelines” is available immediately as a free download at The Rich Media Mobile Advertising Guidelines can be downloaded at And the Universal Mobile Ad Package can be downloaded at