Multimedia Messaging (MMS)

4.0 Multimedia Messaging (MMS)

Multimedia Messaging Service (MMS) is a rich media messaging service that allows mobile users to send and receive messages that can include graphics, photos, audio, video and text. It should be noted that unlike SMS, MMS is not yet universally supported by all operator networks and all mobile phones; however the market advertising opportunity using MMS is already significant.

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  Provide an engaging, non-intrusive consumer experience.
  
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  Reduce the effort required to produce creative material.
  
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  Ensure that advertisements display effectively on the majority of phones.
  

Furthermore, these guidelines seek to ensure proper perception of ad elements as part of MMS messages as well as clear distinction of ad elements from content. This is to avoid perception of MMS ad messages as unsolicited communication or spam and ensure maximum ad campaign effectiveness.

MMS is an attractive vehicle for mobile advertising because it provides a variety of rich media experiences for increasing an ad’s effectiveness. Another benefit is that unlike the Mobile Web, this media resides on the user’s mobile phone, so a data connection isn’t required to access the ad content once the message has been received.

This recommendation’s goals are to:

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  Provide an engaging, non-intrusive consumer experience.
  
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  Reduce the effort required to produce creative material.
  
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  Ensure that advertisements display effectively on the majority of phones.
  

The guideline consists of a set of ad unit dimensions, file formats and maximum file sizes, as well as additional considerations for advertisers and publishers.

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  MMS Short Text Ad is a supplementary text ad unit appended to the content (or body) portion of an MMS slide containing the primary, non-advertising content of the MMS slide. A MMS Short Text Ad can contain links that are clickable by the end user. As a principle, focus should remain on the content portion of the MMS slide which should not be compromised by the ad unit.
  
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  MMS Long Text Ad is a supplementary text ad unit filling all of a MMS slide, whereby the text can contain a link that is clickable by the end user.
  
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  MMS Banner Ad is a supplementary color graphics ad unit displayed at the top or bottom of a MMS slide. The supplementary MMS Banner Ad is defined as a still image 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 MMS Banner Ads are available intended for use in campaigns where it is imperative to convey a rich media experience.
  A MMS Banner Ad can be clickable by the end user, in which case a separate text link can be considered. The MMS Banner Ad unit specification is similar to the Mobile Web Banner Ad specification in terms of aspect ratio and dimension.
  
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  MMS Rectangle Ad is a universal color graphics plus optional text ad unit filling all of a MMS slide, whereby the text can contain a link. The universal MMS Rectangle Ad is defined as a still image 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 MMS Rectangle Ads are available intended for use in campaigns where it is imperative to convey a rich media experience.
  A MMS Rectangle Ad can be clickable by the end user, in which case a separate text link below the graphics is recommended. An MMS Rectangle Ad can be placed before the original content (pre-roll), within (mid-roll) or after (post-roll) of the MMS, on a separate slide. Mixing a MMS Rectangle Ad with other content (except audio) on one slide is not recommended.
  
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  MMS Audio Ad is a supplementary audio clip that is played while a MMS Rectangle Ad or MMS Full Ad is displayed.
  
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  MMS Video Ad is a supplementary ad unit. Note: The MMS Video Ad unit (as well as some other emerging animated media formats) is used occasionally, but best practices are still emerging. MMS Video Ad unit specifications are under study and expected to be added in future releases of this document.
  
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  MMS Full Ad is a supplementary ad unit which only contains advertising content The MMS Full Ad is a complete MMS composed of elements of MMS Short Text Ads, MMS Long Text Ads, MMS Banner Ads, MMS Rectangle Ads, MMS Audio Ads and MMS Video Ads and distributed over one or multiple slides. There is no primary, non-advertising content in the MMS Full Ad and this ad unit is typically delivered in response to an ad request or based on some form of valid consent (opt-in) provided by the recipient.
  

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  The MMS Square Ad has a 1:1 aspect ratio, meaning the horizontal and vertical dimensions are equal. The MMS Square ad is the default ad type that should be offered by all MMS ad publishers. A square aspect ratio means that the ad will be fully visible on the vast majority of devices, without the need to scroll. This ad may be a still image or an animated image. An MMS Square Ad can be placed before the original content (pre-roll) or after (post-roll) on a separate slide. Mixing a square ad with other content on one slide is not recommended.
  
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  The MMS Banner Ad is an additional optional MMS ad unit available for use alongside other content. The Mobile Web guidelines (Section 2.1.1) defines these ads’ aspect ratios, which allow for re-use of Mobile Web creative material for MMS. The placement of the MMS Banner Ad as a separate slide can be a pre- or post-roll, similar to the Square ad, or the ad may be inserted on a text-only slide. There can only be one image per slide of an MMS message, so an MMS Banner may be injected only on a slide that otherwise contains only text. When an MMS Banner is injected on existing text-only slide, it may come before or after the text content in the slide, and the slide itself can be located at any part of the MMS message².
  
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  The MMS Audio Ad is an audio clip that can be played in parallel to a Square Ad or Banner Ad.
  

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  JPG or GIF as universal formats for still images.
  
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  GIF for animated images.
  
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  AMR-NB (on GSM networks) and QCELP (on CDMA networks) are prevailing audio formats.
  
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  AAC+, AAC, MP3, WAV (PCM encoded) become increasingly available on mobile phones.
  

Mobile phones vary substantially in their screen display designs: landscape, square or portrait. Unlike in the Mobile Web, MMS creators have no visibility of the individual target mobile phone and its screen characteristics at the time of MMS composing.³

For the MMS Banner Ad, – Aaspect rRatios apply as defined for the Mobile Web Banner Ad units in Section 2.1.1 (i.e. 6:1 and 4:1).

File Formats for MMS ads are as follows:

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  Images can be static images or animated.
  
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  Static Images may be .jpg or .gif. The vast majority of devices support .gifs, which yield better quality when the ad content is in the form of an illustration.
  
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  Animated Images should be in the animated .gif format.
  

Table 6: Audio File Formats
Audio Formats Recommended for Composition if the standardized audio type (AMR) is not supported	Suitable Audio Delivery Formats
MP3 .wav encoded as PCM The committee recognizes that the common delivery formats (AMR, QCELP) are not supported by most many composition tools today.	Best suitable file for the device, which could be of the original format, aac, or aacPlus. If none of the above applies, the fallback formats below apply to all devices: On GSM Networks – AMR (aka AMR-NB) On CDMA Networks – QCELP

The MMA recommends to extend the capabilities of MMS composition tools to include at least all mandatory formats as defined in the OMA MMS Conformance document: AMR-NB,

For all graphical MMS Ad elements, regardless of their aspect ratio, widths are recommended as defined for the Mobile Web Banner Ad units in Section 2.1.1, i.e.

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  X-Large MMS Image (width 300 pixels)
  
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  Large MMS Image (216 pixels)
  
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  Medium MMS Image (168 pixels)
  
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  Small MMS Image (120 pixels)
  

Table 7 lists the recommended MMS Ad dimensions:

Table 7: MMS Ad Dimensions
Unit Name	Unit Dimension	Dimension on Device
MMS Square Ad (default)	320x320 pixels	May be resized to a smaller dimension
Small MMS Square Ad (if available)	120x120 pixels	May be resized to a smaller dimension
MMS Banner ad (if available)	Dimension for MMS banner ads are as per the X-Large Image Banner defined in section 2.2.1 of the Mobile Web advertising guidelines.
MMS Audio Ad	[[ Align text with above mentioning of audio ]]
MMS Video Ad	Recommendations for dimensions for MMS video ads are not yet available.

Assume that the images will be scaled down on the majority of devices. Therefore, testing the quality and legibility of the creative material at different sizes is highly recommended. The MMA also recommends that ad delivery be tested on real phones prior to campaign execution⁴.

Many mobile operators support transcoding, also known as media adaptation, which adapts content according to device capabilities (e.g. screen resolutions, message size, formats). This ensures advertisements can be injected in an MMS and allows each mobile phone to receive the ad adjusted to a dimension that best matches its capabilities.

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  They provide a good experience for users on almost all MMS-capable mobile phones.
  
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  They allow creative material to be provided in one dimension only.
  

However, some caution is recommended:

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  As a matter of principle, an image creative should be chosen that scales well all the way down to low-resolution screens. For example, tiny text and graphical details should be avoided.
  
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  Extensive media adaptation (from very large graphics down to very small ones) can reduce the ad and render some elements invisible.
  
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  Media adaptation may render some creative material into poor quality for low-resolution mobile phone screens. This situation applies primarily to graphics containing text, details, thin lines or color palettes with texture.
  
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  Some mobile operators may support functions to deliver a separately designed image to mobile phones with low-resolution screens. In these cases, the MMA recommends using an optional “small” dimension as defined above.
  

The maximum MMS message size available to for advertisers advertisements depends on the following factors:

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  The mobile phone’s capabilities to receive MMS, which currently vary varies between 100 KB and 600 KB of maximum MMS sizeper MMS message⁵..
  
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  Mobile networks configuration (typically currently most networks support a maximum MMS messages that are between 100 KB andof 300 KB)which applies irrespective of the mobile phone capability. each .Currently most networks support a maximum of 300 KB. However, some networks already increase this limit to 600 KB. networks are only just starting to increase the maximum message size beyond 300 KB.
  

In order to reach the a broadest audience, possible, the MMA recommends that the complete MMS size does not exceed 100 KB. Maximum MMS size and maximum ad sizes are inclusive of all applicable elements (e.g., graphics, text and audio⁶).

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  For ads inserted to other content (MMS Slide Interstitial or MMS Slide Banner), the MMS ad size should not exceed 30 KB. This limit allows 70 KB or more for the original content. This size is typically enoughallows for a good quality MMS Square Rectangle Ad images, but usually not for animated .gif in big dimensionseven for many animated images such as 320x320.
  
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  When the ad is not accompanied by any other content in theFor the MMS Full Ad unit, a maximum size of 100 KB is recommended. Sizes for MMS banner ads follow the X-Large Image Banner of the Mobile Web advertising guidelines (Section 2.1).
  

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  Recommendations for MMS video ad sizes are not yet available.
  

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   Creative Design Principals
   

The sender of the MMS Full Ad message should be clearly identifiable by the message recipiented. Outside of tThe “from” and “subject” field, the header as well as the first message slide should reflect the consumer request or opt-in context that resulted in delivery of the ad-supported content or full ad. The message subject field alone is not sufficient for carrying this information because it is not shown on many mobile phones.

For MMS Banner and MMS Rectangle Ad units, some publishers and markets recommend or require the use of ad indicators (signifiers) when displaying either an image or text ad. The publisher or local market guidelines define the exact format and placement of the ad indicator. Indicators are used with both text and graphical ads:

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  Text ad indicators, where text is used to indicate the text is an ad. An example is the use of “Ad:” preceding the ad text. See also section 3.2.1 on SMS ad indicators for more guidance.
  
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  Graphical ad indicators, where a part of the creative is used to display the ad indicator and thus make it clear that the graphic is an ad rather than content. The indicator typically is located on the side or the corner of the creative and may use text (e.g., “AD” or “-w-“) or an icon to indicate that the image is an ad.
  

The ad indicator is part of the graphical and text ad elements as per the technical specifications in Section 4.1. The MMA recommends that when advertisers choose to use an ad indicator, it should be included with their creative material supplied.

The following examples seek to illustrate a possible pre-roll design.

For example, if the consumer requested a daily photo from Clairol, the ad should have “Clairol” in the first line of text or as part of the image. The message subject is not suited for carrying this information because it is not presented to the phone user in many cases.

The delivery of Multimedia Messages includes two steps which potentially impact the quality of the message, its formats, the resolution of media elements etc.

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  They provide a good experience for users on almost all MMS-capable mobile phones.
  
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  They allow creative material to be provided in one version only.
  

However, some caution is recommended:

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  As a matter of principle, an image creative should be chosen that properly resizes down to lower resolutions. For example, tiny text and graphical details should be avoided.
  
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  Extensive media adaptation (from very large graphics down to very small ones) may render some creative material into poor quality for low-resolution mobile phone screens. This can happen to graphics containing text, details, thin lines or color palettes with texture.
  
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  Creative produces are recommended to contact MMS service providers and/or network operators for more details. In case transcoding is not available on a network, only the standard audio formats (AMR-NB on GSM networks and QCELP on CDMA networks) are recommended in MMS advertising^{7 8}.
  

So, it should be recognized that the process of MMS delivery can influence the content of MMS. Therefore, testing the impact of resizing on quality and legibility of the creative material is recommended. The MMA further recommends that MMS ad delivery be tested on real phones prior to any campaign execution.

4.3.2 SMIL

The order of images and text on a slide, the time for showing a slide and other parameters for MMS are defined by SMIL. Media creators should consider the following SMIL parameters:

this enables forcing the display of text below a picture in the visible area of the mobile phone display.

Inserting ads into MMS messages sent to users who are roaming abroad can generate additional costs for those users because they typically pay roaming fees for MMS data usage. The industry is still developing best practices for this situation. Some MMS service providers/operators provide the ability to block ad injection and sending ad MMS messages to roaming users, thus ensuring a good customer experience. If possible, this option should be used.

If a user requests advertising information to be delivered to him via MMS, this request should be respond to within 12 hours or the request (opt-in) for that particular message will be deemed expired.

Inserting ads into MMS messages sent to users who are roaming abroad can generate additional costs for those users because they typically pay roaming fees for MMS data usage. The industry is still developing best practices for this situation. In the meantime, publishers should be aware of consumer sensitivity to unexpected data charges. Some MMS service providers/operators provide the ability to block ad injection and sending ad MMS messages to roaming users, thus ensuring a good customer experience.

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  Ads should be optimized and dynamically delivered based upon the mobile phone’s characteristics. For downloadable applicationMobile Applications, this will mean selecting from predefined sizes that fit most mobile phones.
  
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  Creative sizes – In cases where the format is consistent with banners (discussed in Section 6.2) and full pageFull Screens, clients should provide the pre-set sizes to build their advertising campaign. Full ad pages (also called ad landing pages) provide opportunities for the user to receive additional information from the advertiser.
  
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  Mobile developers, in conjunction with their advertising partners, will define and create multiple creatives of each ad. The most appropriate creative should be selected for delivery based on the mobile phone screen size and color depth, as determined by the advertiser and developer/publisher. This will typically be the largest screen size and resolution that fit and conform to the constrictions of the application, as well.
  
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  Some small mobile phones may need to be excluded from banner ads based on the legibility of the specific logo or image built to specifications below.