• October 29, 2008

The Mobile Marketing Association has issued updated mobile advertising guidelines which include new rules governing ad formats for mobile TV and video.

Because mobile TV is still nascent, the MMA said "traditional" TV ad lengths can be used until research and consumer demand say otherwise. For video downloads, the group suggests shorter pre-rolls and a very short bumper. For example, a 10-second pre-roll and a 3-second post-roll, or vice versa.

Broadcast standards for Mobile TV and video are also presented in the new guidelines. They also include revisions on the automatic resizing of Mobile Web banner ads and on ad units for multimedia messaging (MMS).

The MMA ad guidelines are updated every six months through collaboration between member companies and the MMA Advertising Committees in the Asia Pacific, European, Latin American and North American regions. The new guidelines can be found at www.mmaglobal.com/mobileadvertising.pdf.--Mark Walsh