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MMA Releases EMEA Ad Guidelines

David Murphy

The Mobile Marketing Association (MMA),  which represents more than 450 companies across the mobile marketing ecosystem, has announced the release of its Mobile Advertising Guidelines tailored specifically for the Europe, Middle East and Africa (EMEA) region. The guidelines are designed to foster the uptake of mobile advertising by global brands, and to enhance and protect the customers experience.
The guidelines make it easier for marketers to develop mobile advertising campaigns, the MMA says, while ensuring the campaigns are delivered consistently on the majority of mobile devices, ensuring a positive and consistent consumer experience.
As marketers embrace the power of mobile advertising to create and deliver engaging campaigns, so must the ecosystem demonstrate the strength, quality and potential of mobile, says MMA President, Laura Marriott. The MMA EMEA Mobile Advertising Guidelines launch is a landmark event in our mission to establish a consistent approach for mobile marketing. 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.
The guidelines provide important information, including how to purchase and use mobile web advertising; how to use mobile web banner advertising; recommended aspect ratios and banner dimensions; maximum file sizes; file formats; and other technical specifications.
The GSM Association, which represents more than 700 mobile operators worldwide, and the dotMobi Advisory Group (MAG), both support the new guidelines.
These guidelines have broad support among mobile operators, enabling advertisers to quickly create compelling campaigns for the mobile medium that will be effective across many different networks and geographies, says Bill Gajda, Chief Commercial Officer of the GSMA. Our collaboration with the MMA will help bring economies of scale to this nascent and exciting new market, enabling it to reach its full potential to the benefit of all players in the ecosystem.
The EMEA guideline development is led by the MMAs EMEA Mobile Advertising Committee, chaired by David Barker frfom Enpocket and Markus Mnkler from Vodafone Group Services GmbH.  The committee is comprised of mobile operators, content providers, agencies, brands and technology enablers from more than 50 member companies.   
The MMA EMEA Mobile Advertising Guidelines can be downloaded  here.   

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