MMA’s New Mobile Web Banner Guidelines For EMEA

The Mobile Marketing Association (MMA) has released mobile advertising guidelines created specifically for the Europe, Middle East and Africa region, the latest move to be a global association. The guidelines are available here (PDF) and has guidelines on mobile web banners, such as suggested pixel sizes, characters per line and file size (the limit is put at 5KB). The MMA foreshadows future mobile advertising guidelines for the EMEA for other formats, including downloadables, messaging, video/tv and bluetooth. The guidelines are supported by the GSM Association and the dotMobi Advisory Group (MAG).

Yahoo (NSDQ: YHOO) has said that all of its mobile properties around the globe will adhere to the new guidelines, and that it worked closely with the MMS in establishing them. Considering its size it will give the guidelines a boost in the arm, since agencies advertising on Yahoo will get used to the formats. (release)

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