New MMA Whitepaper Explores Opportunities in Oversize Ad Units
“Expanded Mobile Ad Unit Sizes Whitepaper” Designed to Encourage Experimentation and Innovation, and Provide a Foundation for Developing Industry Best Practices
New York, London, UK, Singapore & Sao Paulo: June 3, 2010 - The Mobile Marketing Association (MMA), today published a whitepaper that provides the industry with a concise, actionable overview of widely used display ad unit sizes measuring 320 pixels in width or larger. These ad units represent new opportunities for brands, agencies and other members of the mobile marketing ecosystem to engage with their audience on large-screen smartphones and tablets.
The “Expanded Mobile Ad Unit Sizes Whitepaper” includes several examples of banner and full-screen ad units in use today on large-screen devices, and is intended to encourage further experimentation. The paper also invites companies to share best practices with the MMA’s Mobile Advertising Committee to influence future additions to the “Global Mobile Advertising Guidelines.” The MMA’s “Global Mobile Advertising Guidelines” are widely used in the market today and are based on best practices and optimal consumer experiences, currently on screen sizes of 300 pixels in width and smaller.
“By fostering a discussion of options and best practices, the “Expanded Mobile Ad Unit Sizes Whitepaper” is the latest example of the MMA’s commitment to anticipating and enabling emerging opportunities in mobile marketing,” said Kristine van Dillen, MMA Director of Industry Initiatives and Partnerships. “We are very excited about this major first step toward defining ad units in a rapidly growing segment, while ensuring consumer acceptance of mobile display advertising.”
The Expanded Mobile Ad Unit Sizes Whitepaper is co-authored by the following MMA members:
• Millennial Media
• Mobile Posse
The “Expanded Mobile Ad Unit Sizes Whitepaper” is available now for download at www.mmaglobal.com/expandedmobilead.pdf
About the Mobile Marketing Association (MMA)
The Mobile Marketing Association (MMA) is the premier global non-profit trade association established to lead the growth of mobile marketing and its associated technologies. The MMA is an action-oriented organization designed to clear obstacles to market development, establish mobile media guidelines and best practices for sustainable growth, and evangelize the use of the mobile channel. The more than 700 member companies, representing over 40 countries around the globe, include all members of the mobile media ecosystem. The Mobile Marketing Association’s global headquarters are located in the United States and it has regional chapters, including North America (NA), Europe, Latin America (LATAM), Middle East & Africa (MEA) and Asia Pacific (APAC) branches. For more information, please visit http://www.mmaglobal.com/.
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