The Mobile Marketing Association and the Interactive Advertising Bureau have come together to meet the demand for standards and guidelines for the advertising industry as it grapples with the rapid development of the mobile sector. They have expanded on the current accepted ad units. The two organisations have released ‘Mobile Phone Creative Guidelines’ for public comment.

This supplements the MMA’s widely adopted ‘Universal Mobile Ad Package’ and will smooth the way for making the buying and selling of mobile ads easier and more effective.

The ‘Mobile Phone Creative Guidelines’ incorporates input from marketing and media authorities to establish detailed specifications for mobile phone ad units. It has taken into account both the marketer and the consumer experience.

Critical elements in the guide are:

  Creative unit name

•  Maximum expanded dimensions

  Maximum initial file load size

  Submission lead time

  Implementation notes and best practice

  Supported creative types.

“With mobile in constant state of evolution and iteration, it is imperative that we provide clarity on how to effectively and strategically integrate mobile into the marketing mix,” said Michael Becker, Managing Director, MMA North America. “As marketers become ‘mobile ready’ to push mobile innovation across their brands, guidelines like these provide a path for easier adoption and more creative consumer engagement.”

The deadline for public comment is 25th February. Once this is over, the MMA and IAB will meet to evaluate the comments, make any needed changes, and release a final version.