Mobile Marketing Association updates MMA universal mobile ad package version

By Telecom Lead Team:
The Mobile Marketing Association (MMA), a global trade association for the
mobile industry, has released an updated version of the MMA Universal
Mobile Ad Package.

In order to create
the Universal Mobile Ad Package v.2.0, in support from ImServices
Group, the MMA analyzed hundreds of billions of mobile ad impressions delivered
across the global mobile advertising marketplace in Q2 2011.

The new 2.0 version is
created with MMA members, with added input from the industry gathered during a
public comment period. It makes easier to create, buy and sell mobile ads for
smart phones, feature phones and tablets.

The association added
that the data sorted by smart phone and feature phone, networks and publishers,
and including mobile Web and app helped determine the six unit sizes that serve
as the standard Mobile Universal Ad Package v.2.0.

“We’ve taken
60-plus ad unit sizes and streamlined them down to just six. That simplicity
frees brands and agencies to focus on developing innovative, compelling mobile
campaigns that span the widest possible variety of devices and demographics. As
a result, the new guidelines make it easier than ever to buy and sell ads for
phones and tablets,” said Greg Stuart, CEO of MMA Global.

The updated version of
the MMA Universal Mobile Ad Package v.2.0 incorporates input from the
industry gathered during a 30-day public comment period that concluded in

The MMA Universal
Mobile Ad Package was created by the MMA North America “SWAT”
Team and the Global Mobile Advertising Committee. MMA “SWAT”
Companies include AT&T Adworks, WDIG, ESPN Mobile, Google, InMobi, Joule,
Jumptap, Medialets, Microsoft, Millennial Media, Ogilvy, Tribune, Turner and
The Weather Channel.

Recently, IMImobile, a provider of
core technology infrastructure for mobile operators, enterprises and media
companies, joined the Mobile Marketing Association (MMA) task force.

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