But industries and businesses have struggled to keep up with the frenetic, relentless pace of globalization. The Mobile Marketing Association (MMA) has joined other industries in an attempt to stymie the chaos: the MMA released global guidelines today in the hopes that they will raise brands’ comfort levels with mobile advertising and enhance and protect the customer’s experience. (Last year, guidelines were issued in North America, Asia Pacific and elsewhere – the MMA is building on and integrating them).
The gist of the new guidelines:
- The MMA recommends aspect ratios, maximum file sizes, file formats and other technical specifications.
- The MMA recommends guidelines for messaging (SMS and MMS) and downloadables.
- The MMA recommends that advertisers should receive monthly stats on campaign performance.
While the MMA stresses that these are “guidelines” industry vets seem to be embracing them – and most of the heavy hitters belong to the association.
“To ensure the best consumer mobile marketing experience, it is essential to have industry-wide accepted advertising guidelines,” said Stephanie Bauer, Marketing Manager for Verizon. “The MMA and its committees continue to update these guidelines reflecting the most up-to-date practices for marketers across the globe.”
Of course, executives realize the happier the customer is to receive the data, the more profitable the ads will be. “The MMA has been leading the development of mobile advertising guidelines for the global marketplace,” said Will Hodgman, CEO of M:Metrics. “We are pleased to be working with them to create a sustainable advertising environment to help drive even faster development of mobile advertising globally.”
The guidelines can be downloaded here. MMA member companies include AdMob, Inc., AOL, A&T, DoubleClick, Coca-Cola, Verizon Wireless.