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MMA Streamlines Guidelines for Mobile Ads

Fri, 02/10/2012 - 6:36am
Andrew Berg

The Mobile Marketing Association (MMA) is attempting to make it easier to sell and make ads for mobile devices with today's release of a new 2.0 version of its MMA Universal Mobile Ad Package.

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

The finalized version of the 2.0 version incorporates input from the industry gathered during a 30-day public comment period that concluded in mid-January. 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 Mobile Ad Package v.2.0, the MMA, with support from ImServices Group, analyzed hundreds of billions of mobile ad impressions delivered across the global mobile advertising marketplace in the second quarter of 2011.

The data, which was sorted by smartphone and feature phone, networks and publishers, and including mobile Web and app, helped determine the six unit sizes. The final standards are supported by the Newspaper Association of America, the Interactive Advertising Bureau and the 4A's.

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.

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