Mobile Advertising Guidelines - MMA



Versions

|Date |Owner |Changes |Workstream Reference |

|October 2008 |Original |Version 3.0 c | |

|1/6/09 |Markus Munkler, |Terminology, Standarization of Terms |Workstream items: ID 42.0 |

| |Vodafone | | |

|1/7/09 |Juan Antonio Munoz |Edits, Comments | |

|1/9/09 |Kristine van |Updated Structure, Edits, comments, Maxtrix |Workstream items: ID 38.0 |

| |Dillen, MMA |Summary for Appendix | |

|1/10/09 |Markus Munkler, |Edits, Comments on Mobile Web |Workstream items: ID 1.0 |

| |Vodafone | | |

|1/23/09 |Roberto Ruju, |Edits, Comments on Mobile Web | |

| |Microsoft | | |

| |ScreenTonic | | |

|1/23/09 |Markus Muenkler, |Edits, Comments on Mobile Web | |

| |Vodafone | | |

|1/28/09 |Kirsten McMullen, |V1.0 - SMS |Workstream items: 9.0, 10.0, 11.0 |

| |4info | | |

|2/6/09 |Markus Muenkler, |Edits and Comments from various contributors; | |

| |Vodafone |adding and applying definitions for terminology;| |

| | |suggesting UMAP on Mobile Web | |

|3/4/09 |Kristine van |V2.0 changes to SMS section |Workstream item 8.0 |

| |Dillen, MMA | | |

|3/4/09 |Markus Muenkler, |Edits, Comments on MMS. Edits & "universal" vs | |

| |Vodafone |"supplementary" | |

|3/20/09 |Ajit Viswanathan, |V3.0 comments on SMS Section | |

| |Tapioca Mobile | | |

|3/17/09 |Kirsten Mc Mullen, |V3.0 comments & updates to SMS Section | |

| |4info | | |

|3/20/09 |Markus Munkler, |V4.0 Edits, etc. to SMS Section | |

| |Vodafone | | |

|3/23/09 |Paul Berney, MMA |Comments to SMS Section | |

|4/9/2009 |Markus Muenkler, |Vodafone contribution to MMS section |Comments and changes in the MMS section |

| |Vodafone | | |

|5/3/09 |Kristine van |Inclusion of content from iPhone submission (see| |

| |Dillen, MMA |text in purple in Mobile Applications section) | |

|5/3/09 |Kristine van |Edits & Updates for verbiage & consistency | |

| |Dillen, MMA | | |

|5/8/2009 |Juan Antonio, |Comments to Mobile Application section | |

| | | | |

NOTE: TO VIEW THE DOCUMENT WITHOUT THE REVISIONS SHOWING, PLEASE GO TO THE ‘VIEW’ MENU ITEM AND CLICK ‘MARKUP’

Table of Contents

Versions 1

Table of Contents 2

1.0 Overview 2

2.0 Mobile Web 4

3.0 Text Messaging (SMS) 11

4.0 Multimedia Messaging (MMS) 14

5.0 Mobile Video and TV 19

6.0 Mobile Applications (North America Only) 23

7.0 Technical Requirements for Mobile Advertisers 32

Appendix 33

Suggest these definitions go into the MMA Glossary only:

Mobile media channel – a service offered to mobile phones via wireless networks that can be used by media owners and publishers to carry end user services, content and ad messages as well as to interact between the service provider / content publisher / marketer and the consumers. Examples of mobile media channels include: Mobile Web, Mobile Messaging (SMS, MMS), Mobile Applications, Mobile Video & TV, and Voice.

Mobile advertising channel – A mobile media channel that can carry ad messages (a.k.a. “ad units”) either solely or in some combination with end user services and/or content.

1.0 Overview

The MMA’s Mobile Advertising Guidelines provide recommendations for the global ad units broadly used in mobile advertising. They consist ofprovid creative technical specifications, ad unit usage best practice as well as guidance on ad insertion and delivery, e global formats, guidelines and best practices necessary to implement mobile advertising initiatives in a variety of mobile media channels, including Mobile Web, messaging, applications and video. The guidelines are intended to promote the development of advertising on mobile phones by (i) reducing the amount of creative effort required for a mobile advertising campaign, (ii) providing an effective and consistent experience on the majority of mobile phones worldwide and (iii) providing an engaging consumer experience.

The MMA’s Mobile Advertising Overview is a supplemental document that provides an overview of the mobile media channels available to advertisers today, as well as the benefits of, and considerations for, optimizing campaign effectiveness and strengthening consumer satisfaction. The Mobile Advertising Overview can be located on the MMA Website at .

The MMA guidelines are the result of ongoing collaboration between MMA member companies and MMA Mobile Advertising Committees in the Asia Pacific (APAC), Europe, Latin America (LATAM), Middle East & Africa (EMEA), and North America (NA) regions. Committee members are representative of all parties in the mobile marketing ecosystem, including handset manufacturers, operators, content providers, agencies, brands and technology enablers.

The target audience for these guidelines is all companies and individuals involved in the commissioning, creation, distribution and hosting of mobile advertising. The MMA Mobile Advertising Guidelines present a baseline whose widespread adoption will accelerate market development and ensure consumer satisfaction.

1.1 Definition of terms

The following terms are used in this document to define components that specify an ad unit:

Ad(vertising) Unit (as defined in ) – Any defined advertising vehicle that can be contained in an ad space within an application. For example, a rectangular banner is considered to be a common type of ad unit.

Ad(vertising) specification components – A set of attributes describing the characteristics of an ad unit, i.e. aspect ratio, format dimension, size.

Aspect ratio – The ratio of width vs. height of an image of video creative element expressed in the form “w:h”, usually reduced to its least common denominator.

Media Format – The way creative ad material (image, video, audio) is physically and logically represented. This is usually done by means reference to appropriate file formats and/or standards e.g. “.jpg”, “.3gp” etc.

Dimension – The exact space – specified by number of pixels – occupied by visual creative material, i.e. image or video.

Size – The data size of the file representation of creative ad material (image, video, audio) in its respective format representation.

Advertising Insertion – The practice of appending advertising to other (non-advertising) content.

The following terms are used in this document to define the different levels of recommendations contained in these Guidelines:

Recommendations, Standards and Requirements – It is the primary purpose of MMA’s Mobile Ad Guidelines to make recommendations with the objective to facilitate mobile media business activities for advertisers to and agencies. MMA’s Mobile Ad Guidelines establish a baseline that all compliant members have agreed to support.

MMA Mobile Ad Guidelines are not binding standards for the industry. Individual companies may choose to make MMA’s recommendations their own requirements when conducting business with other companies. Standards are made by dedicated Standards Defining Bodies (SDO) under regional regulatory and legal provisions.

Universal – An ad unit along with defined ad specification components should be classified universal if its support is broadly committed by publishers.

Supplemental – An ad unit along with defined ad specification components should be classified supplemental if its support is encouraged for use subject to individual arrangements with publishers and advertisers. Uptake of supplemental ad units should be observed by the committee to decide on a case by case basis whether they can be upgraded to universal going forward.

[TBD]

2.0 Mobile Web

The MMA’s Mobile Advertising Guidelines provide recommendations for the ad units broadly used in mobile advertising. This section focuses on the advertising units currently used in the Mobile Web. The guidelines provides recommendations for the graphical banner advertising and text links, which are currently the most prevalent form of advertising units on the Mobile Web; graphical banner advertising and text links.

The Mobile Web features graphics optimized to match the specific screen size resolutions and browser capabilities of each user’s handsetmobile phones. Therefore, a So if the user has a smartphone with a large,high resolution screen, it can be served large, visually rich ads. Meanwhile, users with entry-level mobile phones would and a handsetmobile phone with fewer resources and a smaller screen can be served light-weight ads designed for small screens with limited resolution.

This approach helps ensure a good user experience and increases process and campaign effectiveness. In order to accommodate the wide range of handset mobile phone capabilities, it is recommended that advertisers are advised recommended to produce and provide ad creative in a few pre-defined dimensions, which are discussed later in this section. The appropriately sized formed ad unit is selected from this set of pre-defined sizes forms based on a particular mobile phone model’s capabilities and according to theso that it “ best- fits the mobile phone’s display” principle. This approach helps ensure a good user experience and increases process and campaign effectiveness.

So if the user has a smartphone with a high resolution screen, it can be served large, visually rich ads. Meanwhile, users with entry-level handsets would be served ads designed to be effective on small screens with limited resolution.

2.1 Mobile Web Advertising Unit Creative Technical Specifications

In producing this recommendation, the MMA Mobile Advertising Committees sought to:

• Provide an engaging, non-intrusive consumer experience.

• Limit the effort required to produce creative material.

• Ensure that advertisements display effectively on the majority of phones.

The creative technical specifications consist of a series of recommendations around ad units, aspect ratios, formats, ad dimensions and sizes. When providing specifications, publishers should remember to also quantify those parameters they support.

2.1.1 Ad Units

The recommended ad units for Mobile Web are as follows:

• Mobile Web Banner Ad is thea default universal color graphics ad type unit to be offered bydisplayed on a all Mobile Web ad publisherssite. While most The universal Mobile Web bBanner Aads is definesd as a are still images intended for use in mass-market campaigns where the goal is a good user experience across all mobile phone models, network technologies and data bandwidths. However, in some cases, particularly in Europe, supplementary animated Mobile Web Bbanner Ads are also available intended for use in campaigns where it is imperative to convey a rich media experience. A Mobile Web Banner Ad can must be clickable by the end user and may be placed anywhere in any location on a Mobile Web site. among other content.Supplementary, a Mobile Web Banner Ad can be followed by a Text Tagline to emphasize the clickable character of the ad unit.

• WAP 1.0 Banner Ad is an optional supplemental black-and-white, still graphics ad type unit for use in campaigns that target older mobile phones. Supplementary, a WAP 1.0 Banner Ad can be followed by a Text Tagline to emphasize the clickable character of the ad unit.

• Text Ad is an additionalsupplemental optional Mobile Web ad unit displaying only text instead of an image. Text ads may be used either in conjunction with graphical banners ads (text taglines) or used independently of graphical banner ads (text links). Text links are may be used either within older mobile phones not capable of supporting graphical images and/ or by publishers that prefer to use text ads instead of graphical ads on their mobile sites.

The recommended creative technical specification for a Mobile Web ad units consists of a series of specification components, i.e. aspect ratios, media formats, dimensions and sizes. When providing inventory specifications, publishers should remember to also quantify those parameters they support. Agencies should remember to verify the specifications with each publisher on their media plan.

2.1.1 Mobile Web Banner Ad Specifications

Summary

Tables 3 and 4 provide a summary of Mobile Web banner ad technical specifications for and examples of Mobile Web banner ads in the 4:1 and 6:1 aspect ratios.

|Table 3: MMA Mobile Web Ad Guidelines |

|Mobile Web Banners Ad in Default 6:1 Aspect Ratio |

|Ad Size |Technical Specifications |Sample Creative (approx. size) |

|X-Large Image |300 x 50 pixels | |

|Banner |.Universal unit: |[pic] |

| |.gif, .png, .jpg for still image | |

| | ................
................

In order to avoid copyright disputes, this page is only a partial summary.

Google Online Preview   Download