The Mobile Marketing Association (MMA), a leading global trade association for the mobile industry, has released an updated version of the MMA Universal Mobile Ad Package.
Created with MMA members, with added input from the industry gathered during a public comment period, the new, 2.0 version makes it easier to create, buy and sell mobile ads for smartphones, feature phones and tablets. The announcement was made today, Feb. 9.
“We’ve taken 60-plus ad unit sizes and streamlined them down to just six. That simplicity frees brands and agencies to focus on developing innovative, compelling mobile campaigns that span the widest possible variety of devices and demographics,” said MMA Global CEO Greg Stuart. “As a result, the new guidelines make it easier than ever to buy and sell ads for phones and tablets.”
The finalized version of the MMA Universal Mobile Ad Package v.2.0 incorporates input from the industry gathered during a 30-day public comment period that concluded in mid-January.
Ad networks and publishers now have until the end of April 2012 to become compliant. At that time, the MMA will promote those companies by issuing the MMA Universal Mobile Ad Package Compliance stamps that members can use on their websites and marketing materials.
To create the Universal Mobile Ad Package v.2.0, the MMA, with support from ImServices Group, analyzed hundreds of billions of mobile ad impressions delivered across the global mobile advertising marketplace in 2Q 2011.
The data – sorted by smart phone and feature phone, networks and publishers, and including mobile Web and app – helped determine the six unit sizes that serve as the standard Mobile Universal Ad Package v.2.0.
The final standards – which are supported by the Newspaper Association of America, the Interactive Advertising Bureau and the 4A’s, mark a true collaboration between the sales side – including networks, rich media vendors and publishers – and the buy side at global ad agencies, says MMA.
The MMA Universal Mobile Ad Package was created by the MMA North America “SWAT” Team and the Global Mobile Advertising Committee.
MMA “SWAT” companies include AT&T Adworks, WDIG, ESPN Mobile, Google, InMobi, Joule, Jumptap, Medialets, Microsoft, Millennial Media, Ogilvy, Tribune, Turner and The Weather Channel.