Mobile Advertising Guidelines
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- Table 3: MMA Mobile Web Ad Guidelines
1.0 OverviewThe 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 http://www.mmaglobal.com/mobileadoverview.pdf. 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 http://mmaglobal.com/glossary.pdf) – 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 WebThe 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:
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:
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.
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