In an effort to boost the nascent mobile marketing space, the trade group Mobile Marketing Association today will issue new guidelines for mobile ads. The guidelines call for four sizes of mobile Web
banner image ads: x-large, or 305 x 64 pixels; large (215 x 34 pixels); medium (167 x 30); and small (112 x 20). Guidelines set an optional text tagline, which some publishers allow to run below the
banner, at 16-24 characters. The MMA also set out technical guidelines for five types of landing pages: standard, e-mail opt-in, click-to-call, messaging opt-in (in SMS), and location finder. The
guidelines call for 6 lines of text (32 characters per line) to appear before the user scrolls, on the jump pages for all five categories of landing pages. E-mail opt-in pages also should include a
link for consumers to opt-out, according to the guidelines.