Mobile advertising firm Millennial Media has become a Premium Member of the Mobile Marketing Association (MMA). Already active as a long-standing member of the MMA, Millennial Media will assume a leadership role in developing an industry-wide MMA Mobile Marketing Guide, which will draw on in-depth research across the industry to capture the state of the global mobile market.

The MMA Mobile Marketing Guide will include interviews with thought leaders, case studies from multiple vertical markets, business models, consumer trends, emerging technologies and other mobile-related services. The MMA says the guide is intended to become the Mobile Marketing “bible” for media buyers, marketing professionals, C-Level executives and all other constituents who make up the diverse mobile marketing ecosystem.

“Millennial Media is a long-time supporter of the MMA both as a board member, and as an active participant on our various committees. Joining as a premium member is a testament to their ongoing leadership and commitment to the industry at large,” says MMA CEO, Greg Stuart. “It is strategic initiatives like these and our other key industry programs, that will help accelerate the growth of the mobile marketing marketplace. We applaud and thank them for their efforts.”

Millennial Media says that supporting the development of the MMA’s Mobile Marketing Guide, globally, is consistent with its commitment to mobile research and thought leadership. The company has issued more than 40 mobile advertising research reports over the past four and a half years. Cited more than 3,000 times; the company’s monthly reports include the Scorecard for Mobile Advertising Reach and Targeting (SMART), which highlights mobile advertising reach, targeting and engagement trends, and the Mobile Mix: The Device Index, which highlights key mobile devices, operating systems and application trends from the company’s network.

Launched in November 2009, MMA’s Premium Membership is the highest-tier membership for companies wishing to establish an advanced global leadership position across the mobile marketing Industry. Premium Membership brings together “market-making” companies with the scale, scope, commitment and resources to effect genuine change benefiting the worldwide mobile marketing industry. These companies commit themselves to a long-term, concerted and collaborative effort through the MMA to help build the industry.