Mobile Advertising Guidelines

Applications may choose to insert a dividing area between the banner and application content, but this is application-specific and not considered part of the ad format. Banner ads are opaque (zero image transparency), such that the ad image does not blend with the application content.

• 
  Keeping the aspect ratio constant simplifies resizing of images and reduces effort.
  
• 
  Both provide sufficient creative space to ensure an effective advertising experience, yet small enough not to be intrusive.
  
  • 
    The XXL banner portrait format is 320 pixels wide by 4852 pixels tall. This aspectAspect ratio (6:1) is consistent with existing MMA banner formats.
    
  • 
    Aspect ratio (1:1) is consistent with existing MMA banner formats.
    
  • 
    The XXL banner landscape format is 480 pixels wide by 4872 pixels tall. This aAspect ratio (10:1) differs from existing MMA banner formats but provides a better user experience; using a traditional 6:1 aspect ratio would occupy a full 25% of the screen, leaving insufficient screen space for application content (since, unlike web pages, applications typically do not scroll content).
    

• 
  .gif, .png or .jpg as universal formats for static Mobile Application Banner Ads.
  
• 
  .gif for animated Mobile Application Banners Ads.
  

Table 10: Mobile Application Banner Ad File Sizes
Mobile Application Banner Ad width1	120 Pixels	168 Pixels	216 Pixels	300 Pixels
Max size for universal static banners1	1 KB	2 KB	3 KB	5 KB
Max size for supplemental animated or advanced graphics banners1, 2	1.5 KB	3 KB	4.5 KB	7.5 KB

3. 
   Includes ad indicator where applicable (see 2.3.1). (Note: This is not required in North America.)
   For i-mode, the recommended maximum size is 3 KB regardless of total banner size.
   
4. 
   Note: Animated banners are currently not widely used in North America
   

Mobile Application Ad Banners are displayed with application content

• 
  The in-app banner may displayed for as long as the customer is on the application
  
• 
  The banner is displayed for as long as the customer is on this page of the application.
  
• 
  Additionally, banner ads may be replaced with a new ad every 30 seconds
  
• 
  Impressions may be counted once the page is displayed and the ad is loaded/displayed in full. The MMA is considering defining a minimum display time for the ad to count as an impression.
  
• 
  Best practice for placement of ad signifiers should be followed as described in the Mobile Web guidelines.
  

Table 11: MMA Mobile Application Ad Guidelines Mobile Application Full Screen Ad: Square
Ad Size	Technical Specifications	Sample Creative (approx. size)
XXL Image Full Screen	320 x 320 pixels Universal unit: .gif, .png, .jpg for still image <5 KB file size Supplemental unit: No image encoding constraints Unlimited file size
X-Large Image Full Screen	300 x 300 pixels Universal unit: .gif, .png, .jpg for still image <5 KB file size Supplemental unit: Animated .gif for animation <7.5 KB file size
Large Image Full Screen	216 x 216 pixels Universal unit: .gif, .png, .jpg for still image <3 KB file size Supplemental unit: Animated gif for animation <4.5 KB file size
Medium Image Full Screen	168 x 168 pixels Universal unit: .gif, .png, .jpg for still image <2 KB file size Supplemental unit: Animated .gif for animation <3 KB file size
Small Image Full Screen	120 x 120 pixels Universal unit: .gif, .png, .jpg for still image <1 KB file size Supplemental unit: Animated .gif for animation <1.5 KB file size

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