MMA Releases Whitepaper on Rich Media Mobile Advertising

Mar 09, 2010, 15:16 ET from MMA

NEW YORK, March 9 /PRNewswire/ --

    What:     To educate the mobile marketing industry about currently       
              available Rich Media mobile ad units, the Mobile Marketing     
              Association (MMA) today announced the publication of a new     
              whitepaper on Rich Media Mobile Advertising, now available for 
              download at                                                    
              The whitepaper includes definitions, attributes and examples of
              Rich Media advertising that are currently being used in the    
              marketplace.  With this document, the MMA created a definition 
              for Rich Media Mobile Ad Units, which are interactive and/or   
              non-interactive ad units displayed on a mobile web page and/   
              or in a mobile application that offers one or more of the      
              following: (i.) inclusion of streaming video content or        
              animated GIF within the ad unit; (ii.) inclusion of sound; or  
              (iii.) a richer interactive feature set than basic mobile      
              click-through (such as user interaction that occurs through    
              input other than a "click" or "tap.")                          
    Why:      In the fourth quarter of 2009, an average of 19% of U.S. mobile
              advertisers used Rich Media Mobile Ad Units, according to MMA  
              member company Millennial Media.  The Rich Media Mobile        
              Advertising whitepaper encourages experimentation with Rich    
              Media mobile ad units and invites companies to share best      
              practices with the MMA's Mobile Advertising Committee, in      
              order to influence future Rich Media Mobile Advertising        
    Who:      MMA member companies serving on the organization's Mobile      
              Advertising Committee created this whitepaper for the benefit  
              of the mobile marketing industry, which includes agencies,     
              advertisers, hand held device manufacturers, carriers and      
              operators, retailers, software providers, service providers    
              and other companies focused on the potential of marketing via  
              mobile devices.                                                
              Mobile Advertising Committee member companies contributing to  
              the report include: Crisp Wireless, Eyewonder, GOGII,          
              Greystripe, JumpTap, Medialets, Millenial Media, Quattro       
              Wireless, Rhythm NewMedia and The Weather Channel.             
    About:    The Mobile Marketing Association (MMA) is the premier global   
              non-profit trade association established to lead the growth    
              of mobile marketing and its associated technologies. The MMA   
              is an action-oriented organization designed to clear           
              obstacles to market development, establish mobile media        
              guidelines and best practices for sustainable growth, and      
              evangelize the use of the mobile channel. The more than 700    
              member companies, representing over 40 countries around the    
              globe, include all members of the mobile media ecosystem. The  
              Mobile Marketing Association's global headquarters are located 
              in the United States and it has regional chapters, including   
              North America (NA), Europe, Latin America (LATAM), Middle East 
              & Africa (MEA) and Asia Pacific (APAC) branches. For more      
              information, please visit            
    Contact:  Kate Mossbarger or Valerie Christopherson                      
              Global Results Communications (GRC)                            
              +1 (949) 608 0276