MMA Releases Whitepaper on Rich Media Mobile Advertising
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
http://mmaglobal.com/files/file/RichMediaWhitepaper.pdf
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
Guidelines.
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 http://www.mmaglobal.com.
Contact: Kate Mossbarger or Valerie Christopherson
Global Results Communications (GRC)
+1 (949) 608 0276
[email protected]
(Logo: http://www.newscom.com/cgi-bin/prnh/20090715/LA46363LOGO)
SOURCE MMA
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