MMA launches new guidelines for mobile advertising
LONDON - The Mobile Marketing Association has released the latest guidelines for mobile web advertising.
The guidelines focus on WAP services and are a response to constantly changing network speeds, handset capabilities and operator specifications.
Members from wireless carriers, technology enablers, agencies and content providers make up the MMA committee, which put together the guidelines.
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The group was formed to create industry standard formats and policies, as well as develop mobile advertising strategies and ensure best practice is adhered to in all mobile advertising programs.
Laura Marriott, MMA executive director, said: "The success of the mobile advertising committee is due to cross industry collaboration by all players in the eco-system. The committee members have been integral to the development of these guidelines and we appreciate their leadership in building the mobile marketing industry."
Eric Wheeler, the OgilvyInteractive managing director whose agency is represented on the MMA committee, said: "The establishment of mobile advertising formats by the MMA ensures that our brands are able to quickly deploy campaigns that leverage mobile web-based advertising."
The new MMA guidelines can be viewed at mmaglobal.com/mobileadvertising.pdf
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Mobile advertising: new guidelines
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