MMA and IAB Release Mobile Phone Creative Guidelines

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The Mobile Marketing Association (MMA) and the Interactive Advertising Bureau (IAB) have unveiled the Mobile Phone Creative Guidelines for public comment.

Recently released guidelines look to help better define and unify current market definitions of accepted ad units. MMA and IAB officials say the guidelines will make mobile ad buying and selling a more effective process. The new guidelines will supplement the currently adopted measure of the Universal Mobile Ad Package (UMAP v 2.0).

"With mobile in constant state of evolution and iteration, it is imperative that we provide clarity on how to effectively and strategically integrate mobile into the marketing mix," said managing director of MMA North America Michael Becker.

"As marketers become mobile ready to push mobile innovation across their brands, guidelines like these provide a path for easier adoption and more creative consumer engagement. With greater uniformity and direction, mobile will continue to develop as the most powerful and pervasive channel for marketers worldwide."

The guidelines will bring about universal definitions for creative unit names, maximum expanded ad dimensions, maximum initial file load size, submission lead-time, and supported creative types.

Guidelines are said to address smartphone and feature phone usage, as well as, mobile web and in-app inventory needs.

The Mobile Phone Creative Guidelines set newly defined ad rules across mobile network platforms and carrier plans. Officials say the new guidelines are specifically aimed at creative shops and publishers looking to expand their mobile marketing efforts to better engage consumers.

"IAB members have long requested that we integrate mobile into our Display Advertising Guidelines," said IAB vice president and general manager for the Mobile Marketing Center of Excellence Anna Bager.

"With these new guidelines we're giving marketers a direct pathway to consistently creating mobile ads that can produce strong results. This is the type of vital joint industry effort that is sure to drive mobile's future growth."

Guidelines were created following conversations on mobile ad trends with marketing and media members.

The deadline for public comment on the guidelines has been set for February 25, 2013. Those interested in providing comment for the guidelines are encouraged to send emails to comments@mmaglobal.com and mobile@iab.net.