MMA Publishes Whitepaper On Opportunities Presented By Oversize Mobile Ad Units

The Mobile Marketing Association (MMA) today published a new Whitepaper aimed at providing a comprehensive overview of the opportunities presented by oversized mobile ad units measuring 320 pixels in width or larger.

With the growing availability of larger-screened devices like smartphones and tablets- brands, agencies and other members of the mobile marketing ecosystem need to understand the potential of engaging an audience using larger, rich media ads that were once not available on the limited screen real-estate of feature phones and first-gen smartphones.

The new Whitepaper includes several examples of banner and full-screen ad units in use today on large-screen devices, and is intended to encourage further experimentation. The paper also invites companies to share best practices with the MMA’s Mobile Advertising Committee to influence future additions to the “Global Mobile Advertising Guidelines.” The MMA’s “Global Mobile Advertising Guidelines” are widely used in the market today and are based on best practices and optimal consumer experiences, currently on screen sizes of 300 pixels in width and smaller.

“By fostering a discussion of options and best practices, the “Expanded Mobile Ad Unit Sizes Whitepaper”  is the latest example of the MMA’s commitment to anticipating and enabling emerging opportunities in mobile marketing,” said Kristine van Dillen, MMA Director of Industry Initiatives and Partnerships. “We are very excited about this major first step toward defining ad units in a rapidly growing segment, while ensuring consumer acceptance of mobile display advertising.”

The Whitepaper was collaboratively written by MMA member companies including Eyewonder, Jumptap, Medialets, Millennial Media, Mobile Posse, Nexage and Smaato, and is available for download here.