MMA Create Mobile Advertising Guidelines For EMEA

28th September 2007

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 <200 byte file
Standard Image/Text Combination Banner	80 x 12 pixels B&W 1-bit bitmap <200 byte file Text 16 char	Sample Text
6:1 Aspect Ratio
X-Large Image Banner	300 x 50 pixels <5 KB file size .gif, .png, .jpg 24 char tagline
Large Image Banner	216 x 36 pixels <3 KB file size .gif, .png, .jpg 18 char tagline	Optional Tagline
Medium Image Banner	168 x 28 pixels <2 KB file size .gif, .png, .jpg 12 chartagline
Small Image Banner	120 x 20 pixels <1 KB file size .gif, .png, .jpg 10 char tagline	Optional
4:1 Aspect Ratio
X-Large Image Banner	300 x 75 pixels <5 KB file size .gif, .png, .jpg 24 char tagline
Large Image Banner	216 x 54 pixels <3 KB file size .gif, .png, .jpg 18 char tagline	Optional Tagline
Medium Image Banner	168 x 42 pixels <2 KB file size .gif, .png, .jpg 12 char tagline
Small Image Banner	120 x 30 pixels <1 KB file size .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.”

Download the MMA EMEA Mobile Advertising Guidelines (PDF 456 KB)

Tags: advertising, mobile, ppc