Mobile Marketing Association Publishes Global Mobile Advertising Guidelines

Denver, CO; Hong Kong&London - 24 April, 2008— The Mobile Marketing Association (MMA), ( www.mmaglobal.com), which represents more than 600 companies across the mobile marketing ecosystem, today announced the release of its global Mobile Advertising Guidelines. The first set of global guidelines issued by the association, are designed to encourage the uptake of mobile advertising by brands worldwide whilst enhancing and protecting the customer’s experience, by creating a framework for brands and media companies to deliver mobile advertising in a positive and consistent way. The guidelines have received industry endorsements from associations such as IAB UK and Mexico, dotMobi Advisory Group (MAG), ADMA and others.

The Global guidelines capitalise on the progress made in 2007 with the publication of region specific Mobile Advertising Guidelines for North America, Asia Pacific and Europe, Middle East and Africa. The regional guidelines have been integrated into a global guideline to ensure a consistent approach to mobile advertising worldwide.

“The creation of ad guidelines by the MMA ensures that the industry is taking a proactive approach to keep subscriber experience, content integrity and simplified execution as the driving forces behind all mobile advertising programs,” said Laura Marriott, President, Mobile Marketing Association.

The guidelines provide improved formats around mobile web and have added new guidelines for messaging (including SMS and MMS) and downloadables. The MMA has also introduced a publication called Mobile Advertising Overview which will help those new to the space get educated. The guidelines include recommended aspect ratios and banner dimensions, maximum file sizes, file formats and other technical specifications.

“To ensure the best consumer mobile marketing experience, it is essential to have industry-wide accepted advertising guidelines,” said Stephanie Bauer, Marketing Manager for Verizon.“The MMA and its committees continue to update these guidelines reflecting the most up-to-date practices for marketers across the globe.”

“The MMA has been leading the development of mobile advertising guidelines for the global marketplace,” said Will Hodgman, CEO of M:Metrics.“We are pleased to be working with them to create a sustainable advertising environment to help drive even faster development of mobile advertising globally.”

The Mobile Advertising Committee was created to establish a library of format and policy guidelines for advertising within content on mobile devices and is comprised of MMA member companies including: 4INFO, Inc., Action Engine, Ad Infuse, Inc., AdMob, Inc., AKQA Mobile, Amobee, Media Systems, AOL LLC, AT&T Mobility, Bundesverband Digitale Wirtschaft (BVDW) e.V., David Krynauw, DoubleClick, Flycell, Gannett Digital, Greystripe Incorporated, Handmark, Inc., I-Mobile Marketing, LLC, Incentivated Limited, iO Global Limited, M:Metrics, Madhouse, Inc., MediaFLO USA, Inc., Medio Systems, Inc., Microsoft (MSN and Windows Live), Mobixell Networks (Europe) Ltd, Mozes, Inc., News Over Wireless, Nielsen Mobile, Nokia Corporation, OpenMarket, Out There Media Holding GmbH, Qualcomm, Quattro Wireless, R/GA, Rhythm NewMedia, Safecount, ScreenTonic, Sensei, Inc., ShoZu, SinglePoint, Sports.comm Ltd, Sybase 365, The Coca-Cola Company, The Weather Channel Interactive, Thin Multimedia, Third Screen Media, Turkcell Iletisim Hizmetleri A.S., U.S. Cellular Corp., Univision Online, Inc., Verizon Wireless, Vindigo, VML, Vodafone Group Services, Ltd. and Yahoo!.

The MMA EMEA Mobile Advertising Guidelines can be downloaded from www.mmaglobal.com/mobileadvertising.pdf. The MMA has also released a Mobile Advertising Overview white paper which can be downloaded from www.mmaglobal.com/mobileadvertisingoverview.pdf.

About the Mobile Marketing Association

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 600 member companies, representing over forty 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 in 2007 it formed the North America (NA), Europe Middle East&Africa (EMEA), Latin American (LATAM) and Asia Pacific (APAC) branches. For more information, please visit

www.mmaglobal.com.

FOR MORE INFORMATION:

Jen Allen or Louise Amon

Mi liberty Ltd

P: +44 20 7751 4444

E: jallen@miliberty.com

E: lamon@miliberty.com


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