MMA Create Mobile Advertising Guidelines For EMEA

+44 (0)800 019 6813

MMA Create Mobile Advertising Guidelines For EMEA

The Mobile Marketing Associate has created a set of guidelines to establish a common standard for mobile advertising in Europe the Middle-East and Asia. Yahoo!, Enpocket and AdMob have already announced that their mobile properties will adhere to these guidelines.

Mobile advertising currently allows advertisers to interact with customers in the following ways:

  • Click to call
  • Click to locate
  • Click to buy
  • Click to fill out form (to subscribe / order / contact etc.)
  • Click to download content
  • Click to enter mobile website
  • Click to forward (to a friend)

Based on this, the following set of specifications has been developed:

Ad Unit Technical Specifications Sample Creative
WAP 1.0
Standard Text Banner Max 3 lines text
16 char/line
Max 35 char total (incl spaces)
Sample Text
Ad Creative
Standard Image Banner 80 x 15 pixels
B&W 1-bit bitmap
Sample
Standard Image/Text Combination Banner 80 x 12 pixels
B&W 1-bit bitmap
Text 16 char
Sample
Sample Text
6:1 Aspect Ratio
X-Large Image Banner 300 x 50 pixels
.gif, .png, .jpg
24 char tagline
Sample
Large Image Banner 216 x 36 pixels
.gif, .png, .jpg
18 char tagline
Sample
Optional Tagline
Medium Image Banner 168 x 28 pixels
.gif, .png, .jpg
12 chartagline
Sample
Small Image Banner 120 x 20 pixels
.gif, .png, .jpg
10 char tagline
Sample
Optional
4:1 Aspect Ratio
X-Large Image Banner 300 x 75 pixels
.gif, .png, .jpg
24 char tagline
Sample
Large Image Banner 216 x 54 pixels
.gif, .png, .jpg
18 char tagline
Sample
Optional Tagline
Medium Image Banner 168 x 42 pixels
.gif, .png, .jpg
12 char tagline
Sample
Small Image Banner 120 x 30 pixels
.gif, .png, .jpg
10 char tagline
Sample
Optional

The guidelines 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.

“The MMA EMEA Mobile Advertising Guidelines launch is a landmark event in our mission to establish a consistent approach for mobile marketing,” said Laura Marriott, President of the Mobile Marketing Association. “The guidelines 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.”