The audience is small and the ads are even smaller, but now even banner ads for cell phones have rules to follow. Last week the Mobile Marketing Association (MMA) issued a new set of guidelines,
specifications, and best practices covering graphical banners, text "banners" and ads that combine the two on cell phones. The rules also discuss the appropriate use of landing pages and direct
response features. "It's about ensuring the right guidelines are in place before it gets out of control," said Laura Marriott, executive director of the MMA. "We're coming out with these guidelines
to protect the consumer experience. We want to make sure we have ads that are optimized for the handsets, and we want to make sure we protect the integrity of the content." The suggested best
practices are modeled on the Interactive Advertising Bureau's ad guidelines and come well in advance of any large-scale adoption of wireless banner advertising by marketers and agencies. Text
messaging remains a far more popular means of targeting offers to consumers on their phones.
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