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New mobile advertising guidelines

New mobile advertising guidelines

The Mobile Marketing Association (MMA), ( has announced new Mobile Advertising Guidelines tailored specifically for the Europe, Middle East and Africa (EMEA) region.

The guidelines, from the body which represents more than 450 companies across the mobile marketing ecosystem, are designed to foster the uptake of mobile advertising by global brands as well as enhance and protect the customer’s experience.

They aim to make it easier for marketers to develop mobile advertising campaigns while ensuring the campaigns are delivered consistently on the majority of mobile devices ensuring a positive and consistent consumer experience.

President, Mobile Marketing Association, Laura Marriott, said, “As marketers embrace the power of mobile advertising to create and deliver engaging campaigns, so must the ecosystem demonstrate the strength, quality and potential of mobile.

“The MMA EMEA Mobile Advertising Guidelines launch is a landmark event in our mission to establish a consistent approach for mobile marketing.”

She added, “They will play a critical role in ensuring all players in the ecosystem see mobile advertising as a natural option for brand communication as a means to deliver targeted, meaningful and rewarding connections with consumers.”

The guidelines provide important information including how to purchase and use Mobile Web advertising, how to use Mobile Web Banner advertising, recommended aspect ratios and banner dimensions, maximum file sizes, file formats and other technical specifications.

They are being supported by both the GSM Association, which represents more than 700 mobile operators worldwide, and the dotMobi Advisory Group (MAG).

Chief Commercial Officer of the GSMA, Bill Gajda, said, “These guidelines have broad support among mobile operators, enabling advertisers to quickly create compelling campaigns for the mobile medium that will be effective across many different networks and geographies.

"Our collaboration with the MMA will help bring economies of scale to this nascent and exciting new market, enabling it to reach its full potential to the benefit of all players in the ecosystem.”

MMA EMEA Chairman and Head of Mobile Advertising, Vodafone Group, Richard Saggers added, “It is vital that the industry has a frame of reference for effectively implementing such initiatives.

“The guidelines are key to driving the development of the mobile advertising industry forward in the EMEA region.”

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