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Mobile Creative Guidelines Released

30 Jan, 2013 By: Doug McPherson

NEW YORK – The Mobile Marketing Association (MMA) and the Interactive Advertising Bureau (IAB) have unveiled guidelines for mobile ads. MMA and IAB leaders say their aim is for broader adoption of the guidelines.

“IAB members have long requested that we integrate mobile into our ‘Display Advertising Guidelines,’” said Anna Bager, vice president and general manager of the IAB’s Mobile Marketing Center of Excellence. “With these new guidelines, we’re giving marketers a direct pathway to consistently creating mobile ads that can produce strong results.”

The "Mobile Phone Creative Guidelines" offer ad specs for both standard and rich media units, plus mobile Web and in-app inventory across feature phones and smartphones. The standard display units parallel MMA’s Universal Mobile Ad Package rolled out last year.

The guidelines give submission lead times, labeling requirements, supported creative elements and best practices. The IAB is also adding the mobile creative rules to its own Display Ad Guidelines. The guidelines call for more clarity between ad and editorial content. The submission time is three days for standard banners and five days for rich media units.

Michael Becker, managing director of MMA North America, said the guidelines are an extension to the ongoing effort to help the mobile ad industry be more efficient and add more growth.

Public comment is open until Feb. 25. After that, the two trade groups will meet to evaluate the comments and make any necessary changes, and release a final version. To review a copy of the public comment version of the guidelines, visit or

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