In the rapidly evolving mobile marketplace, there is heightened demand for standards and guidelines that unify the advertising industry and expand on current industry accepted ad units. Today, in direct response to this mobile ecosystem need, the Interactive Advertising Bureau (IAB) and Mobile Marketing Association (MMA) issued finalized “Mobile Phone Creative Guidelines” at the IAB Mobile Marketplace conference in New York City.
...Critical elements in the “Mobile Phone Creative Guidelines” include:Creative unit nameMaximum expanded dimensionsMaximum initial file load sizeSubmission lead-timeImplementation notes and best practiceSupported creative types“To fully harness the power of mobile, it is imperative to make mobile easier to adopt and integrate within the broader marketing mix,” said Michael Becker, Managing Director, MMA. “Under the new guidelines, we aim to evolve UMAP by providing creatives with the kind of clarity and uniformity that is necessary to develop dynamic consumer engagement via mobile. Although the breakneck pace of mobile evolution continues, these guidelines are a foundation for creative and media companies to build on, even as devices and software continue to transform.” To read the “Mobile Phone Creative Guidelines,” please visit: http://www.iab.net/mobileguidelines or http://www.mmaglobal.com/mobile-creative-guidelines.