MMA Releases Guidelines for Banner Ads on Phones

It may have an audience as tiny as its screens, but the mobile Web has just gotten its first set of banner ad guidelines, reports ClickZ.

"The specifications (PDF), released by the Mobile Marketing Association (MMA), discuss graphical banners, text "banners" and ad units that combine the two. In addition to their treatment of the ads themselves, the guidelines discuss the appropriate use of landing pages and direct response features.

"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," said Laura Marriott, executive director of the MMA.

emily | 11:25 AM | SMS Marketing & Advertising |
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