MMA Releases Review Of v4.0 Marketing Guidelines

The Mobile Marketing Association (MMA) is constantly updating its “Global Mobile Marketing Guidelines” to keep up with the latest trends and methods regarding the mobile industry.  Being an ever-evolving industry means the MMA usually has a lot of catching up to do, hence the release of the latest guidelines dubbed version 4.0.

The association announced Friday that it has opened a public review period for the latest version of its guidelines, to be under review through August 31st.  The public, MMA members and MMA partner organizations will have a chance to review the draft version of the new guidelines before it takes effect in September.

Although not as extensive as previous updates to the MMA’s guidelines, version 4.0 includes several major updates and additions, including:

  • The MMA’s new Universal Mobile Advertising Package (UMAP), which provides industry-standard ad-units to be used with mobile marketing campaigns.
  • An expansion of the Mobile Application section to go from including only North America to Worldwide coverage.
  • An expanded MMS section, including new universal ad-units and further guidelines.
  • An expanded Mobile Video & TV section, with new universal ad-units and further guidelines.
  • An expanded Mobile Application section with new ad-units and expanded and updated guidelines.

The review period is designed for not only those involved with the industry and partnering organizations, but also the public to be able to make sure nothing has been left out, or that nothing is to ambiguous in the new guidelines.  “The MMA’s Global Mobile Advertising Guidelines are designed to provide the timely, actionable guidance and insights necessary to continue mobile advertising’s phenomenal growth,” said Mike Wehrs, MMA president and CEO. “By making each new version of the Global Mobile Advertising Guidelines available for public review, the MMA ensures that this resource meets the needs of the entire mobile advertising ecosystem.”

As with other updates coming from the MMA, version 4.0 looks to be including more guidelines for mobile-based Video and TV, as well as Mobile Apps- two areas that have seen the most growth in terms of mobile advertising.