The aim of the guidelines, which are endorsed by Yahoo!, GSM Association and the DotMobi Advisory Group among others, is to make it easier for marketers to develop mobile advertising campaigns while ensuring the campaigns are delivered consistently to the consumer.
The guidelines will provide brands with information, such as how to purchase and use mobile web advertising, how to use mobile web banner advertising, recommended aspect ratios and banner dimensions, maximum file sizes, file formats and other technical specifications.
The guidelines are also designed to limit the effort needed by advertisers to prepare global mobile campaigns and so reduce the money and time spent developing multiple versions for various regions of the world.
Laura Marriott, president of MMA, said: "As marketers embrace the power of mobile advertising to create and deliver engaging campaigns, so must the ecosystem demonstrate the strength, quality and potential of mobile."
Michael Bayle, senior director of global monetisation at Yahoo!'s Connected Life business unit, said: "As an active contributor to their development, Yahoo! supports the guidelines and is immediately adopting them as the global standard in the 19 markets where we support mobile advertising."
.jpg)
.jpg)