Much like the Interactive Advertising Bureau's universally recognized ad formats, the Mobile Advertising Guidelines provide advertisers with technical specifications and standard WAP ad units (such as banners). Marketers also get detailed explanations of various click-through capabilities, including email opt-in and click-to-call, as well as specific best practices with regard to ad content.
This fourth version of the guidelines includes provisions for mobile Web and downloadable content (such as ring tones and ad-based games), as well as an overview of multimedia messaging services.
Wireless carriers, tech firms, agencies, and content providers comprise the MMA's Mobile Advertising Committee, and they collaborate on the guidelines as a source of standardization in the rapidly growing industry.
"The guidelines are an example of how the MMA leads the worldwide mobile marketing industry by bringing all players in the ecosystem together," said Pete Distler, general manager, Sprint Mobile Media Network.
Later this year, the MMA will deploy a usability lab to evaluate the efficacy of the guidelines, and update them again if necessary. The organization has been working toward developing industry best practices, innovation, and standardization since 2000.