February 9, 2012, 11:51 AM

Mobile Marketing Association releases streamlined ad guidelines

The group’s aim is to make creating, buying and selling mobile ads easier.

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The Mobile Marketing Association has released an updated version of its MMA Universal Mobile Ad Package. Created with association members, with added input from professionals in various industries gathered during a public comment period, version 2.0 is designed to make it easier to create, buy and sell mobile ads designed for smartphones, feature phones and tablets.

“We’ve taken 60-plus ad unit sizes and streamlined them down to just six. That simplicity frees brands and agencies to focus on developing innovative, compelling mobile campaigns that span the widest possible variety of devices and demographics,” says the association’s global CEO Greg Stuart. “As a result, the new guidelines make it easier than ever to buy and sell ads for phones and tablets.”

The Mobile Marketing Association, which has more than 700 member companies in nearly 50 countries, will promote ad networks and site publishers that comply with the guidelines by the end of April by issuing compliance stamps that can be placed on web sites and marketing materials.

To create the Universal Mobile Ad Package v.2.0, the association analyzed hundreds of billions of mobile ad impressions, it says, delivered across the global mobile advertising marketplace in Q2 2011. The data was sorted by smartphones, feature phones, networks and site publishers, and included mobile web sites and mobile apps. The data helped determine the six unit sizes in the guidelines.

The final guidelines, supported by organizations including the Newspaper Association of America and the Interactive Advertising Bureau, mark a collaboration between the sales side—including networks, rich media ad vendors and site publishers—and the buying side—including global advertising agencies, the Mobile Marketing Association says.

The team responsible for the guidelines included executives from AT&T Adworks, ESPN Mobile, Google Inc., InMobi, Joule, Jumptap, Medialets, Microsoft Corp., Millennial Media, Ogilvy, Tribune, Turner and The Weather Channel.

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