Thursday, April 11, 2013
IAB and MMA Issue ‘Mobile Phone Creative Guidelines’ to Reduce Industry Fragmentation and Empower Creatives

New Guidelines Will Simplify Development of Mobile Advertising

NEW YORK, NY (April 11, 2013) — In the rapidly evolving mobile marketplace, there is heightened demand for standards and guidelines that unify the advertising industry and expand on current industry accepted ad units. Today, in direct response to this mobile ecosystem need, the Interactive Advertising Bureau (IAB) and Mobile Marketing Association (MMA) issued finalized “Mobile Phone Creative Guidelines” at the IAB Mobile Marketplace conference in New York City.

In order to maintain consistency, the “Mobile Phone Creative Guidelines” supplement the MMA’s widely adopted “Universal Mobile Ad Package” (UMAP v 2.0), which makes buying and selling mobile ads easier and more effective. Additionally, the new guidelines provide directives that are necessary to empower creative shops and publishers to employ mobile for more dynamic, rich consumer experiences. The guidelines also align with the IAB “Display Advertising Guidelines.”

“The new ‘Mobile Phone Creative Guidelines’ provide creatives with easily accessible, adoptable and understandable guidance that they need to help brands and agencies realize the promise of mobile advertising,” said Anna Bager, Vice President and General Manager, Mobile Marketing Center of Excellence, IAB. “These new guidelines provide a framework for the consistent development of mobile ads that produce strong results.”

As a vital joint industry effort between the IAB and MMA to address smart and feature phone devices, the guidelines are relevant to both mobile web and in-app inventory, and include ad specifications for basic and rich media units.

Balancing the requirements of marketers and media companies, and the need to ensure a positive consumer experience with ads, the guidelines address varying factors such as different data connections (WIFI, 3G, 4G, etc.), carrier plans, Z-Index range and even the impact of the reduced processing power inherent in mobile devices for file load size and web display.

Critical elements in the “Mobile Phone Creative Guidelines” include:

  • Creative unit name
  • Maximum expanded dimensions
  • Maximum initial file load size
  • Submission lead-time
  • Implementation notes and best practice
  • Supported creative types

“To fully harness the power of mobile, it is imperative to make mobile easier to adopt and integrate within the broader marketing mix,” said Michael Becker, Managing Director, MMA. “Under the new guidelines, we aim to evolve UMAP by providing creatives with the kind of clarity and uniformity that is necessary to develop dynamic consumer engagement via mobile. Although the breakneck pace of mobile evolution continues, these guidelines are a foundation for creative and media companies to build on, even as devices and software continue to transform.”

To read the “Mobile Phone Creative Guidelines,” please visit: http://www.iab.net/mobileguidelines or http://www.mmaglobal.com/mobile-creative-guidelines.

About the Mobile Marketing Association (MMA)
The Mobile Marketing Association (MMA) is the premier global non-profit trade association established to lead the growth of mobile marketing and its associated technologies. The MMA is an action-oriented organization designed to clear obstacles to market development, establish mobile media guidelines and best practices for sustainable growth, and evangelize the use of the mobile channel. The more than 700 member companies, representing nearly fifty countries around the globe, include all members of the mobile media ecosystem. The Mobile Marketing Association’s global headquarters are located in the United States and it has regional chapters including North America (NA), Europe (EUR), Latin American (LATAM) and Asia Pacific (APAC) branches. For more information, please visit www.mmaglobal.com. For information relating to the MMA’s Mobile Marketing Forum series, please visit www.mobilemarketingforum.com.

About the IAB
The Interactive Advertising Bureau (IAB) is comprised of more than 500 leading media and technology companies that are responsible for selling 86% of online advertising in the United States. On behalf of its members, the IAB is dedicated to the growth of the interactive advertising marketplace, of interactive’s share of total marketing spend, and of its members’ share of total marketing spend. The IAB educates marketers, agencies, media companies and the wider business community about the value of interactive advertising. Working with its member companies, the IAB evaluates and recommends standards and practices and fields critical research on interactive advertising. Founded in 1996, the IAB is headquartered in New York City with a Public Policy office in Washington, D.C. For more information, please visit www.iab.net.

IAB Media Contact
Laura Goldberg
347.683.1859
[email protected]

MMA Media Contact
Rebecca Laming
917.558.1828
[email protected]