There is no doubt that mobile advertising is a critical component of a brand’s integrated marketing plan, but developing mobile ads isn’t easy. With the proliferation of devices and multiple operating systems, mobile ads that look great to one consumer might look terrible to the next. As a result, mobile ad unit inventory is a jumbled mix that keeps growing, mobile ad CPM rates are very low, and mobile marketers aren’t happy.
Making matters worse is the inability to collect effective metrics for tracking the effectiveness of mobile ads. If an ad looks different from one device to another, performance data isn’t reliable because results will be skewed.
These are problems that the Mobile Marketing Association (MMA) and the Interactive Advertising Bureau (IAB) are trying to change with new mobile ad standards. Together, the groups released the “Mobile Phone Creative Guidelines” for public comment today, which would supplement the Universal Mobile Ad Package and make it easier and more effective to buy and sell mobile ads.
The new Mobile Phone Creative Guidelines address multiple devices, mobile web and in-app ads, and specifications for both basic and rich media mobile ad units. The Mobile Phone Creative Guidelines include information related to:
- The creative unit name
- The maximum allowable expanded dimensions
- The maximum allowable initial file load size
- The maximum allowable animation length
- The maximum allowable video length
- The maximum percentage of CPU use
- The minimum required controls
- The labeling requirements, font sizes, etc.
- The required submission lead time
- The best practices for implementation
- The supported creative types
You can download the complete Mobile Phone Creative Guidelines in Excel format. If you’d like to submit feedback on the guidelines, you can email your comments to firstname.lastname@example.org. This is your chance to weigh in on mobile ad standards that could affect your brand for years to come, so be sure to speak up if you have input. Both mobile advertisers and publishers who display ads should review the guidelines and provide comments, so the final guidelines are the best that they can be.
Image: Matthew Pearce
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