MMA and IAB Seek Public Comment on ‘Mobile Phone Creative Guidelines’

With the goal of simplifying the development of ad units across the industry, the Mobile Marketing Association and the Interactive Advertising Bureau have released “Mobile Phone Creative Guidelines” for public comment.

“With mobile in constant state of evolution and iteration, it is imperative that we provide clarity on how to effectively and strategically integrate mobile into the marketing mix,” says Michael Becker, Managing Director at MMA North America.

With the rapid evolution of the mobile marketplace, there is a demand for standards and guidelines to unify the advertising industry, the partners announced in a public statement today.

In short, the guidelines provide additional directives necessary to empower creative shops and publishers to use mobile “for more dynamic, rich consumer experiences.” They address smartphone and feature phone devices and are relevant for both mobile web and in-app inventory. Additionally, they include ad specifications for both basic and rich media units.

“IAB members have long requested that we integrate mobile into our ‘Display Advertising Guidelines’,” said Anna Bager, Vice President and General Manager at IAB. “With these new guidelines we’re giving marketers a direct pathway to consistently creating mobile ads that can produce strong results. This is the type of vital joint industry effort that is sure to drive mobile’s future growth.”