Google being noncompliant to MMA guidelines?

A few days back, the Mobile Marketing Association made an announcement about new guidelines for mobile ads. At the same time, Google announced its decision to come up with custom-made mobile image ads. Now, that is coincidence. But the irony, however, is not in the timing of these two announcements.

Google image ads differ in size from the ad formats specified by the MMA. Let’s take a look at the dimensions.

The MMA specified four different sizes for mobile ads – 300×50 pixels, 216×36 pixels, 168×28 pixels, and 120×20 pixels. However, Google’s banner ads are in the following range – 305×64 pixels, 215 x 34 pixels; 192 x 34 pixels; and 167 x 30 pixels.

When asked about this noncompliance, Google’s authorities said that the MMA’s guidelines were not rules, but just guidelines. They also said that Google image ads are compliant with MMA’s previous guidelines, which they thought were ideal for mobile phones.

Google, though, has promised that it will work with the MMA to improve user experience and work on these noncompliance issues.

Categories: Cell Phone Advertising, Google, All things mobile phones, Mobile Marketing Association.

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Mobile Marketing Association to come up with guidelines for mobile TV and mobile video

The Mobile Marketing Association has been working on formulating a set of advertising guidelines for mobile TV and mobile video and it’s expected to be launched this October.

The guidelines include banner dimensions, file sizes, file formats, and other things related to mobile video and mobile TV. MMA’s global mobile advertising committee comprises five groups – mobile web, text, MMS, downloadable, and video and television.

The group discussed the various features of mobile TV and mobile video and came up with different ideas to regulate mobile advertising in these areas. MMA is said to have recommended that click through ads should play either before the launch of a mobile application or at the end, not when the customer is viewing the application.

I think the MMA has done a brilliant job by setting up guidelines for mobile advertisers. Viewing ads while watching something interesting is not at all good, and it’s even more so in the case of a mobile phone. With the kind of growth that mobile advertising industry is expected to have, guidelines such as this one are absolutely necessary to make sure mobile advertisers stay within the line.

Categories: Cell Phone Advertising, All things mobile phones, Mobile Marketing Association.

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