Home  › Marketing › Strategies

Mobile Marketing Association Puts Forth EMEA Guidelines

  |  September 26, 2007   |  Comments

Yahoo, Enpocket and Admob are among the publishers whose mobile properties worldwide will adhere to new guidelines.

Major mobile advertisers, including Yahoo, Enpocket and Admob have announced that their mobile properties worldwide will adhere to new advertising guidelines set out by the Mobile Marketing Association (MMA) EMEA. The guidelines, published today, are intended to establish a common standard for mobile ad campaigns in Europe, the Middle East and Africa, as well as deliver a consistent consumer experience across handsets.

The guidelines were established in collaboration with MMA representatives from 40 companies in total, including both mobile advertising networks and network providers. Their purpose, according to the MMA, is to minimize the amount of creative effort required for a mobile ad campaign, and to provide an effective and engaging experience to the consumer on the majority of handsets.

“The guidelines simplify market entries for publishers," Laura Marriott, MMA President, told ClickZ. "Rather than creating multiple ads for different handsets, this enables them to focus on one single creative. A single consistent global guideline for mobile advertising will help to drive the evolution of the mobile advertising industry, and create a consistent and positive consumer experience on mobile phones.”

The guidelines include ad format recommendations that specify standard banner widths of 120, 168, 216 and 300 pixels, and file sizes of no more than 5KB. Text banners should be limited to three lines of text containing a maximum of 16 characters per line. "Aspects" the MMA has considered but not added to its formal recommendations include automatic resizing of Web banners to match screen sizes and applying an "advertising" signifier" to paid placements.

Yahoo's Michael Bayle, GM, global monetization, connected life, said in a statement called the establishment of guidelines in the regions covered "a critical factor in the success of the mobile advertising industry." He added, "With mobile penetration over 100 per cent in the U.K., the potential of mobile advertising is huge and we are seeing big brands come on board to take advantage of its immediacy, reach and response rate.”

Yahoo expects to complete the conversion of its mobile Web properties to comply with the new guidelines by the final quarter of the year, according to Bayle.

The MMA is not resting on its laurels. The organization's next move is to propose a global code of conduct with regards to privacy. "Protecting the consumer is essential in moving the medium of mobile advertising forward," said Marriott.

The guidelines, including a full list of the 40 companies involved in their conception can be downloaded from the MMA's site.

Tags:

ClickZ Live New York What's New for 2015?
You spoke, we listened! ClickZ Live New York (Mar 30-Apr 1) is back with a brand new streamlined agenda. Don't miss the latest digital marketing tips, tricks and tools that will make you re-think your strategy and revolutionize your marketing campaigns. Super Saver Rates are available now. Register today!

ABOUT THE AUTHOR

Jack Marshall

Jack Marshall was a staff writer and stats editor for ClickZ News from 2007 until August 2011. 

COMMENTSCommenting policy

comments powered by Disqus

Get the ClickZ Marketing newsletter delivered to you. Subscribe today!

COMMENTS

UPCOMING EVENTS

UPCOMING TRAINING

Featured White Papers

Google My Business Listings Demystified

Google My Business Listings Demystified
To help brands control how they appear online, Google has developed a new offering: Google My Business Locations. This whitepaper helps marketers understand how to use this powerful new tool.

5 Ways to Personalize Beyond the Subject Line

5 Ways to Personalize Beyond the Subject Line
82 percent of shoppers say they would buy more items from a brand if the emails they sent were more personalized. This white paper offer five tactics that will personalize your email beyond the subject line and drive real business growth.

WEBINARS

    Information currently unavailable

Jobs

    • Lead Generation Specialist
      Lead Generation Specialist (The Oxford Club) - BaltimoreThe Oxford Club is seeking a talented writer/marketer to join our growing email lead-generation...
    • Health Marketing Editor
      Health Marketing Editor (Agora Inc.) - BaltimoreCome flex your intellectual muscle as part of Agora, Inc’s (http://agora-inc.com/) legal team...
    • Technical Business Analyst
      Technical Business Analyst (OmniVista Health) - BaltimoreOmniVista Health is looking to add a Technical Business Analyst to our expanding team...