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 |
 |
| Standard Image/Text Combination Banner | 80 x 12 pixels B&W 1-bit bitmap Text 16 char |
Sample Text |
| 6:1 Aspect Ratio | ||
| X-Large Image Banner | 300 x 50 pixels .gif, .png, .jpg 24 char tagline |
|
| Large Image Banner | 216 x 36 pixels .gif, .png, .jpg 18 char tagline |
Optional Tagline |
| Medium Image Banner | 168 x 28 pixels .gif, .png, .jpg 12 chartagline |
|
| Small Image Banner | 120 x 20 pixels .gif, .png, .jpg 10 char tagline |
Optional |
| 4:1 Aspect Ratio | ||
| X-Large Image Banner | 300 x 75 pixels .gif, .png, .jpg 24 char tagline |
|
| Large Image Banner | 216 x 54 pixels .gif, .png, .jpg 18 char tagline |
Optional Tagline |
| Medium Image Banner | 168 x 42 pixels .gif, .png, .jpg 12 char tagline |
|
| Small Image Banner | 120 x 30 pixels .gif, .png, .jpg 10 char tagline |
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.”
